53% of Aussies will switch brands if they are not satisfied with their digital commerce experience – Publicis Sapient Digital Commerce Survey
Publicis Sapient has just released the results from its Digital Commerce Survey 2024.
The survey findings show that consumers in Australia showed the second highest probability of switching brands (53%) if they are not satisfied with their digital commerce experience – on par with the global average of 53% – just behind the UK at 59%.
The YouGov-administered report is based on a survey of more than 7,600 participants across Australia, France, Germany, the U.K. and the U.S. on their digital commerce experiences in banking and financial services, retail, consumer products, travel and hospitality, insurance and healthcare industries.
Key Findings – Australia
• Consumers in Australia reflected the highest level of satisfaction with digital commerce in healthcare at 43% with the UK ranking the lowest at 26%
• Consumers in Australia showed the second highest level of satisfaction (64%) with digital commerce experience in banking & finance above the global average of 58% — just behind the UK at 68%
John Costello (pictured below), chief technology officer – Australia, Publicis Sapient shares his thoughts on the survey results from an Australia perspective: “The Publicis Sapient Digital Commerce Survey 2024 reinforces the need for brands to offer personalisation and optimise their customer experience. When Australians are dissatisfied with their digital commerce experience, it affects their loyalty to a brand – with 53% open to switching to another brand. Consumers are vocal about what they want: clearer content, more intuitive interfaces, better recommendations and more personalised interactions. Businesses and brands must take action now and reimagine how they can transform digital commerce experiences to delight consumers, inspire loyalty, attract new buyers and drive customer lifetime value.”
Key Findings – Global:
• When consumers are not satisfied with their digital commerce experience, it affects their loyalty to a brand. 53 percent will switch to another brand and 19 percent won’t return as often
• Older generations, millennials, Gen X and boomers, are the most likely switchers, with more than half (56 percent) willing to switch to another brand.
• Personalisation is an expectation across industries globally
• Consumer Products: 77% of consumers want greater detail about products to inform their purchase decisions, especially women (80%) and boomers (78%)
• Banking: 76% of consumers want an intuitive, customised user interface and tools that make it easy to complete tasks, especially millennials (78%)
• Insurance: 75% of consumers want to control, adjust and customise their insurance coverage, especially women (77%)
• Automotive: 74% of consumers want to self-select the features and functions in their vehicles
• Finance: 71% of consumers want more personalised experiences and tools based on their financial goals, especially women (72%), Gen Z (75%) and millennials (74%)
• Travel & Hospitality: 71% of consumers want personalised recommendations of places and activities based on their preferences. And 63% want carbon footprint information with each travel option, especially millennials (69%) and Gen Z (64%)
• Healthcare: 68% of consumers want customised experiences based on their patient data, demographics, personal health goals and preferences, especially women (70%). And 69% want to manage their health through online self- service tools, especially Gen Z and millennials (71% & 73%, respectively)
• Retail: 67% of consumers want more personalised interactions and real-time recommendations when shopping, especially millennials (70%)