The Rise of the Digitally Discerning Consumer

The UK is becoming a nation of digitally discerning consumers.


   
Three strikes and you’re out!
   
A third of consumers say that a digital service failing is enough to negatively impact overall brand loyalty.
   

In our new report, Demanding Digital: The Rise of the Digitally Discerning Consumer, we explore consumers' and citizens' attitudes towards and experiences of digital services across ten public and private sector markets.

 

Our research allows us to identify what drives them to embrace digital technology and what causes them to disengage.  

 

Digital Personas: from Rapacious to Resistant


 

Rapacious: 18% of total

Rapacious:  18% of total

 

Driven by convenience, they tend to be first to try a new application or service.  

 

Reluctant:  29% of total

Reluctant:  29% of total

 

Use digital services if essential but prefer engaging with people direct.   

 

Receptive:  39% of total

Receptive:  39% of total

 

Happy to use digital services once they have explored all the options.  

 

Resistant:  14% of tota

Resistant:  14% of total

 

Use digital services if there is no other option.  


Download the report below


Demanding Digital - The Rise of the Digitally Discerning Consumer - Report

Demanding Digital - the rise of the digitally discerning consumer  

 

Digitally discerning consumers are piling on the pressure. We explore what it takes to get the digital journey right.

Download the Demanding Digital - the rise of the digitally discerning consumer Report >>

Our discerning consumers have clear expectations when it comes to digital services

Three-strike rule

The majority of consumers give organisations just a couple of chances to get a digital experience right. Get it wrong and 33% said their opinion of the brand would lessen as a result.

Simple, not basic

Consumers have to feel that a new application or service makes things easier and faster for them. While 15% said they dropped off a digital service because it was too confusing, 8% blamed lack of depth.

It has to be relevant

Consumers expect digital services to be fit-for-purpose and regularly updated so they stay relevant. 8% expect information on digital systems to be updated around three times per week.

PR and Blogs

Press Release

Three strikes and you're out!  >>

 

Digitally discerning consumers and citizens pile on the pressure, giving organisations few chances to get the digital journey right.

Blog

It’s time to understand the digitally discerning consumer >>

Tom

We undertook primary research to explore exactly what today’s consumers and citizens think abou

t the digital services on offer to them across ten public and private sector markets. We asked 3,150 consumers and citizens to reveal what drives them to digital services and, crucially, what causes them to walk away and disengage.

 

Tom Swanson - Chief Digital Officer - Atos UK & Ireland
 

Digitally Demanding Tweets


 

View our Infographic


Demanding Digital: Key facts infographic

 

The UK is becoming a nation of digitally discerning consumers and citizens who are willing to act if their high expectations are not matched by the solutions on offer by organisations.

 

View Demanding Digital: Key facts infographic >>

Demanding Digital - The Rise of the Digitally Discerning Consumer - Report

Digital Trailblazers and Laggards

 

So which industries are leading the way with the experiences they offer through digital services?

 

Digital Trailblazers

Digital Trailblazers

 

 

  27%  placed online retailers at the top
   
  Over two thirds (69.1%) of respondents would rate their online retail experience as either ‘good’ or ‘outstanding’
   
  17% rated financial services and technology companies at the top
   
  Over half of respondents rated their online financial services experience ‘good’ or ‘outstanding’ 

 

Digital Laggards

Digital Laggards

 

 

  Less than 5% put the Police, Central Government, Local Government, Healthcare and Utility providers at the top.
   
  A fifth say that their experience of digital from central (18%) or local government organisations (22%) has been poor
   
  Only 17% would say their digital experience with the police was ‘good’ or ‘outstanding’

Contact us

Tom Swanson
Chief Digital Officer
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