Happy to use digital services once they have explored all the options.
Receptive consumers account for the biggest group within our findings. They will be swayed towards a digital service if they think that it will be more convenient (75%), easier to use (64%) or faster (59%) than going via a traditional channel.
Complexity and security are concerns for this group, with a third (32%) of receptive consumers noting that a needlessly complex digital service will likely make them abandon it for a traditional solution, and a quarter (24%) saying the same of any application that asks them for too much personal information. A savvy bunch, receptive users are open to trying digital services, but just want to have explored other options first.
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Chief Digital Officer