The UK is becoming a nation of digitally discerning consumers.
Digital Personas: from Rapacious to Resistant
Driven by convenience, they tend to be first to try a new application or service.
Use digital services if essential but prefer engaging with people direct.
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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.
Our discerning consumers have clear expectations when it comes to digital services
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
Digitally discerning consumers and citizens pile on the pressure, giving organisations few chances to get the digital journey right.
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.
Digital Trailblazers and Laggards
So which industries are leading the way with the experiences they offer through digital services?
|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’|
|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’|
Chief Digital Officer