Publicis Sapient’s “Digital Life Index” reveals that seamless digital experiences are crucial for consumer choices and purchasing decisions.
There may be other obstacles for frustrated online shoppers beyond supply chain crises: 63% of Swedish survey respondents stated they abandon their purchase if the checkout process is too difficult or confusing.
What can retail, healthcare, and other industries learn from banks? 30% of Swedish respondents rated their experience with digital financial services as 9 or 10 out of 10, which is significantly better than other sectors.
STOCKHOLM, 10 November 2021 – Today, Publicis Sapient, a leader in digital transformation, released the third edition of its Digital Life Index. This global report is based on a survey of 9,300 consumers from the USA, Canada, Australia, the UK, Germany, France, Sweden, Denmark, Hong Kong, Thailand, Singapore, and the United Arab Emirates.
The survey explored participants’ behaviors, satisfaction, and expectations regarding their digital experiences across three sectors: retail, financial services, and healthcare.
The results show that 92% of Swedish respondents spend as much or more time online as in 2020 and that they prefer seamless experiences when using digital platforms. It was also clear that a cohesive experience is a crucial piece in keeping consumers satisfied, and that the quality of the omnichannel experience can influence purchasing decisions both positively and negatively.
“Over the past 18 months, people have shifted many of their activities from the physical to the digital world. What our survey shows is that people today have different expectations when doing things online. The experience is a hygiene factor, and simplicity is more important than the experience itself,” says Karin Liljeqvist, Brand & Communication Lead at Publicis Sapient in Sweden. “The expectation for fast and easy purchases means it is now much more important for companies to offer smooth and flexible solutions online. Those who succeed will be able to influence people’s choices and purchasing decisions.”
“Over the past 18 months, people have shifted many of their activities from the physical to the digital world. What our survey shows is that people today have different expectations when doing things online. The experience is a hygiene factor, and simplicity is more important than the experience itself,” says Karin Liljeqvist, Brand & Communication Lead at Publicis Sapient in Sweden. “The expectation for fast and easy purchases means it is now much more important for companies to offer smooth and flexible solutions online. Those who succeed will be able to influence people’s choices and purchasing decisions.”
“We need to integrate several different relationships in the new ‘distributed care model.’ These relationships need to be seamless, involve various specialists, function in a way that matches people’s expectations for digital experiences—including quick responses to messages—and, most importantly, provide added value with minimal effort from the end user,” says Mari-Ann Mortensen, Nordic Industry Lead Transportation, Mobility & Manufacturing at Publicis Sapient.
“As it is now easier for customers to access and be exposed to a larger and more diverse range of digital services, they are no longer satisfied with just getting what they want,” says Peter Ekdahl, Nordic Industry Lead Financial Services at Publicis Sapient. “Today’s consumer demands flexibility in how and where they use financial services. Banks that leverage this advantage will stay ahead of their customers and can attract a new generation of clients. Banks that do not adapt risk falling behind.”
“We need to integrate several different relationships in the new ‘distributed care model.’ These relationships need to be seamless, involve various specialists, function in a way that matches people’s expectations for digital experiences—including quick responses to messages—and, most importantly, provide added value with minimal effort from the end user,” says Mari-Ann Mortensen, Nordic Industry Lead Transportation, Mobility & Manufacturing at Publicis Sapient.
“As it is now easier for customers to access and be exposed to a larger and more diverse range of digital services, they are no longer satisfied with just getting what they want,” says Peter Ekdahl, Nordic Industry Lead Financial Services at Publicis Sapient. “Today’s consumer demands flexibility in how and where they use financial services. Banks that leverage this advantage will stay ahead of their customers and can attract a new generation of clients. Banks that do not adapt risk falling behind.”
The full report is available at thedigitallifeindex.publicissapient.com.
Data was collected through an online survey sent to 9,300 people in 12 regions worldwide, including the USA, Canada, the UK, Germany, France, Sweden, Denmark, Singapore, Thailand, Hong Kong, Australia, and the United Arab Emirates. The survey was conducted in June 2021.
Publicis Sapient partners with global organizations to help them create and maintain competitive advantages in an increasingly digital world. Publicis Sapient is the digital transformation hub of Publicis Groupe, with 20,000 employees and over 50 offices worldwide.
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