Supply chain issues are not necessarily the only challenge for frustrated online shoppers: 68% of survey respondents said they would abandon an online purchase if the payment process was too complicated or confusing.
What can retail, healthcare, and other industries learn from banks? 33% of survey respondents rated their digital experience with financial services as 9 or 10 out of 10, compared to other industries.
NEW YORK, November 10, 2021 – Today, Publicis Sapient, a company specializing in digital business 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 UAE. The study examines consumer behavior, satisfaction, and expectations regarding their digital experiences in three sectors: retail, financial services, and healthcare.
Overall, the results indicate that 93% of respondents spend the same or more time online than they did in 2020, and when interacting with digital platforms, they prefer user-friendly experiences. The findings also highlight that omnichannel experiences are essential for maintaining consumer satisfaction, and the quality of these experiences can significantly influence purchasing decisions, both positively and negatively.
“In the last 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 factor, and simplicity is more important than the experience itself,” says Karin Liljeqvist, Nordic Brand & Communication Lead at Publicis Sapient. “The expectation of quick and easy purchases means it is now much more important for companies to offer flexible solutions online. Those who succeed will be able to influence people’s choices and purchasing decisions.”
“Omnichannel commerce shows no signs of returning to pre-pandemic levels, making it even more important for retailers to optimize and improve the digital experiences they offer customers across all channels,” says Björn Elmberg, Nordic Industry Lead Retail and Consumer Goods at Publicis Sapient. “Our survey results further demonstrate that it is crucial to create digital experiences that put the buyer at the center and are designed primarily based on people’s expectations.”
“We need to integrate more different relationships into the new ‘distributed care model.’ These relationships must be seamless, involve various specialists, work 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.
“Because 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 consumers demand flexibility in how and where they use financial services. Banks that take advantage of this will be a step ahead of their customers and can attract a new generation of clients. Banks that do not adapt risk falling behind.”
See the full report here: thedigitallifeindex.publicissapient.com.
Data was collected through an online survey sent to 9,300 people in 12 global regions, including the USA, Canada, the UK, France, Sweden, Denmark, Singapore, Thailand, Hong Kong, Australia, and the UAE. The survey was conducted in June 2021.
Publicis Sapient partners with global organizations to help them create and sustain competitive advantage in an increasingly digital world. Publicis Sapient is the digital transformation hub of Publicis Group, with 20,000 employees and over 50 offices worldwide.
Learn more at: publicissapient.com
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