Study Finds Frustration With Digital Experiences Leads To Brand Perception



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 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.

  • 93 percent of people have found themselves frustrated with the usability of a website, and, on average, are frustrated with websites 23 percent of the time.
  • 72 percent of mobile device owners have found themselves frustrated with the usability of a mobile app, on average 25 percent of the time.

This frustration has huge implications on a brand, as 87 percent of people say that a frustrating digital experience leads to at least a somewhat negative perception about that brand.

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People say they want digital experiences to be easier. On average, people would do more of the following activities if they were easier:

  • Banking – Respondents said they would do nine percent more banking. Industry statistics point to growth specifically in the mobile market, with the percent of mobile banking users compared to PC banking users expected to more than double by 2017, according to a July 6, 2012 blog post bySusan Huynh of Forrester Research, Inc. entitled: “The Data Digest: Mobile Banking’s Massive Growth Is Supplementary To PC Banking.”
  • Insurance – People say they would handle 13 percent more insurance needs. According to IBISWorld, the majority of insurance policies are initiated online, but most are still completed using an agent. With the industry as a whole estimated at $429 billion in the U.S., making it easier for consumers to conduct this business online could result in huge cost savings for providers.
  • Shopping – Respondents would do 12 percent more shopping online or via mobile. In a $225 billionmarket, as reported by Internet Retailer , this equates to a $27 billion opportunity for online retailers.
  • Reading – People say they would do seven percent more digital reading. BookStats reports that the eBook market was $1.54 billion in 2012, equating to a $108 million opportunity.
  • Television viewing – People would view nine percent more shows digitally. With IBISWorldestimating the market at $3 billion, this equates to an additional $270 million in revenue.

“The trouble with the current situation is that we, as digital professionals, consider ourselves to be tech savvy, but the people we are designing for don’t see themselves that way,” said Anthony Franco, president and co-founder of EffectiveUI. “We have to start building experiences for the people we are meant to serve – to help solve problems not as engineers, but as empathetic human beings.”

How often do you get frustrated with your digital experience, we’d like to know. Sound off in the comments below.

This study was done by Harris Interactive and commissioned by Effective UI

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