The United Kingdom stands at the forefront of digital transformation in sectors like banking and e-commerce, where adoption and satisfaction rates are among the highest globally. Yet, when it comes to telehealth, the UK lags significantly behind, with adoption and satisfaction rates trailing not only its own digital leaders but also international peers. This page explores the unique dynamics of the UK market, examining why digital banking and e-commerce have thrived, the barriers holding back telehealth, and actionable strategies for healthcare organizations to close the digital experience gap.
UK consumers have embraced digital banking as a core part of their financial lives. Over 83% of respondents interact with their bank most frequently via digital channels, with 41% reporting they are "very satisfied" with their bank’s website and 36% "satisfied" with their mobile app. The preference for digital is clear: 82% of UK consumers prefer to send payments or transfer money digitally, and 80% prefer digital channels for credit card offers and applications.
This high adoption is underpinned by trust in official sources—72% of UK consumers look to their bank’s website or reputable industry portals for information, and 60% find their bank’s website helpful for research. The UK’s digital banking experience is characterized by:
Despite these strengths, there is still room for improvement. UK consumers are less likely to have accounts with digital-only banks (14.5%, among the lowest globally), and dissatisfaction arises when digital channels lack advanced features or when transactions cannot be completed easily.
E-commerce is deeply embedded in UK consumer behavior. A remarkable 68% of UK shoppers say they shop online at least weekly, with 41% purchasing from multiple brands and retailers multiple times a day. In the first half of 2021, 81% of UK shoppers made online purchases, favoring online marketplaces (62%) and retailer websites (59%).
UK consumers value:
However, frustrations persist. Out-of-stock products (77%), poor search functions (60%), and slow website loading (57%) are top pain points. Consumers are confident in trying new brands (54%) and are quick to switch if expectations are not met—59% are ready to switch brands after a poor digital experience.
The UK e-commerce sector excels by offering:
In stark contrast to banking and retail, telehealth adoption in the UK is low. Only 15% of UK respondents have used telehealth services—one of the lowest rates in Europe and well below countries like the US (39%) and Brazil (41%). Even among those who have tried telehealth, only 24% expect to use it more after the pandemic, compared to 49% in the US.
Several factors contribute to this lag:
UK patients are clear about what they want from digital healthcare:
The success of digital banking and e-commerce in the UK offers a roadmap for healthcare organizations:
Prioritize intuitive, accessible digital tools that simplify key tasks—such as appointment booking, telehealth visits, and medical record access. Focus on clear content, seamless navigation, and reducing the number of steps required to complete transactions.
Leverage data (with patient consent) to deliver personalized communications, reminders, and recommendations. Use tailored offers to incentivize engagement and reward healthy behaviors, while respecting patient privacy.
Create a truly omnichannel experience by integrating digital and in-person touchpoints. Enable patients to schedule in-person visits through digital channels, receive follow-up care instructions online, and access support across all stages of their care journey.
Be clear about how patient data is collected, used, and protected. Offer patients control over their data, including the ability to opt in or out of data sharing. Communicate the value exchange—how sharing data can lead to better, more personalized care.
Design digital solutions that are inclusive for all age groups and abilities. Provide support and education for those less comfortable with technology, and ensure that critical services remain accessible through both digital and traditional channels.
Regularly gather feedback from patients to identify pain points and opportunities for improvement. Use data-driven insights to refine digital and in-person experiences, and benchmark progress against industry leaders.
The digital experience gap in UK healthcare is not inevitable. By adopting proven strategies from banking and retail—seamless omnichannel journeys, personalization, and trust-building—healthcare providers can transform telehealth into a core, high-satisfaction channel for care. The organizations that deliver on this promise will lead the next wave of digital health transformation in the UK.
Ready to reimagine your healthcare experience? Connect with Publicis Sapient’s experts to start your transformation journey.