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The 2021 edition of the Digital Life Index, compiled by digital consulting firm Publicis Sapient, confirms that customers demand seamless digital experiences from brands. It also reveals which verticals are successfully providing those experiences, and predicts a “huge downside” for those that fail.
This ongoing research project, based on a survey of over 9,000 individuals in 12 global regions, confirms that digital interactions are now strongly preferred to in-person encounters, especially for financial services, travel and other ticket purchases, non-grocery shopping and even healthcare. The reason for the growing demand is the ease and convenience which these experiences can provide (as many discovered for the first time during the pandemic lockdown).
Conversely, digital experiences that are difficult, disconnected and hard to navigate will be rejected. This conclusion is based on looking at data from two cohorts: Consumers in developing countries and Gen Z. What these cohorts have in common is that their digital engagement is relatively recent and their preferred device is the smartphone. Being digital (and smartphone) first is strongly predictive of attitudes towards digital experiences.
Best and worst. Consumers are most satisfied with the experience delivered by the financial services vertical (and both those cohorts are heavy adopters of online banking). The sectors which scored worst included real estate, transportation and energy and utilities. There is high interest in telehealth, but as yet the space has failed to connect all parts of the patient journey.
Other verticals have work to do too. Individuals like using digital channels
Read more here: https://martech.org/winning-and-losing-in-the-new-digital-economy/