UK consumer behaviour is being reshaped by the current COVID-19 crisis, with 27% of people saying they’ll do more activities digitally long-term. Yet, despite the opportunity for brands to increase digital revenues, 59% of consumers are not happy with the level of personalisation and reassurance delivered online by most companies, according to a new consumer study.
The research, commissioned by AI-powered personalisation platform Kameleoon and leading experimentation agency Conversion.com, found that nearly three-quarters (73%) of the 1,000 consumers surveyed said the current digital experience would change who they bought from and their future spending. Those brands that do provide a personalised experience now will benefit long-term – 50% said they’d spend less (or switch completely) from brands that hadn’t delivered during the crisis.
Time currently spent online across a range of activities has grown by 32%, led by watching/listening to streaming entertainment (a 51% increase) and reading the media (46% more). The crisis is changing other activities – 17% said they’d increased the time spent accessing medical consultations online and 31% were learning new skills through digital courses.
However, many brands are not meeting their needs – 76% of respondents said that not all companies were making the effort to customise the online experience. That’s despite the fact that 73% expect online personalisation as standard and 83% want to receive personalised emails from brands.