Resistant Digital Persona - 14% of total

Use digital services if there is no other option.  


Resistant Digital Persona - 14% of total


For resistant consumers the major problem with digital services is one of complexity. Close to half (42%) say that they’d find it simpler to speak to someone direct about their needs than go digital, many of whom agree that digital services take too long to use (22%).

This group also raise concerns about security, with 22% stressing that they don’t find digital services to be secure enough. However, even in this most anti-digital group, there is hope. 12% admit to having been pleasantly surprised at how well digital services have worked when used. The key to winning over resistant consumers is to make digital less complicated (34%), more secure (27%) and with no room for doubt as to the benefits it will bring (22%).

View more about the Demanding Digital Report

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Tom Swanson
Chief Digital Officer
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