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.
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.