Frustrating Digital Experiences Lead to Negative Brand Perception

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Survey Methodology This survey was conducted online within the United States by Harris Interactive on behalf of EffectiveUI from October 28-30, 2013 among 2,016 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Jill Petersen, 206-683-5225. 87 percent of people say that a frustrating digital experience leads to at least a somewhat negative perception about that brand. % 87 This frustration has huge implications on a brand. BRAND PERCEPTION more communicating with friends & family % 6 more communicating with friends & family % 6 more reading % 7 more reading % 7 more watching television shows % 9 more watching television shows % 9 more banking % 9 more banking % 9 more shopping % 12 more shopping % 12 more handling of insurance needs % 13 On average, people would do more of the following activities if they were easier. PEOPLE SAY THEY WANT EASIER DIGITAL EXPERIENCES of the time % 25 Frustration level mobile device owners have been frustrated with apps % 72 of the time % 23 Frustration level have been frustrated with websites % 93 USABILITY PROBLEMS LEAD TO FRUSTRATION Only 15 percent of people think technology has made their life more complicated. neutral / less complicated neutral / less complicated % 85 % 85 Frustrating Digital Experiences Lead to Negative Brand Perception While technology and quick access to information is making life easier, people also say that the digital experience is becoming more frustrating.

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An EffectiveUI study conducted by Harris Interactive reveals that 87 percent of people leave with a negative perception of a brand after a frustrating digital experience. Only 15 percent of people think technology – including mobile devices, smartphones, tablets, etc. – has made their life more complicated, according to a study conducted by Harris Interactive among more than 2,000 U.S. adults in October 2013 and commissioned by EffectiveUI. But while technology and quick access to information is making life easier, people also say that the digital experience is becoming more frustrating. For more information from the study, see http://www.effectiveui.com/newsroom/press-releases/11-05-2013-Study-Finds-People-are-Frustrated-with-Digital-Experiences- Walk-Away-with-Negative-Brand-Perception.php

Transcript of Frustrating Digital Experiences Lead to Negative Brand Perception

Page 1: Frustrating Digital Experiences Lead to Negative Brand Perception

Survey Methodology

This survey was conducted online within the United States by Harris Interactive on behalf of EffectiveUI from October 28-30, 2013 among 2,016 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Jill Petersen, 206-683-5225.

87 percent of people say that a frustrating digital experience leads to at least a somewhat negative perception about that brand.

%87

This frustration has huge implications on a brand.

BRANDPERCEPTION

more communicatingwith friends &

family

%6more communicating

with friends &family

%6more reading

%7more reading

%7more watching

televisionshows

%9more watching

televisionshows

%9more banking

%9more banking

%9more shopping

%12more shopping

%12more handling

of insuranceneeds

%13

On average, people would do more of the following activities if they were easier.PEOPLE SAY THEY WANT EASIER DIGITAL EXPERIENCES

of the time

%25Frustration level

mobile device owners have been frustrated with apps

%72of the time

%23Frustration level

have beenfrustrated with websites

%93USABILITY PROBLEMS LEAD TO FRUSTRATION

Only 15 percent of people think technology has made their life more complicated.neutral / less

complicatedneutral / lesscomplicated

%85%85

Frustrating Digital ExperiencesLead to Negative Brand Perception

While technology and quick access to information is making lifeeasier, people also say that the digital experience is becoming

more frustrating.