Study Finds that Seamless Experiences, Trust and Privacy are More Important than Ever to Holiday Shoppers
Summary
CHICAGO--(BUSINESS WIRE)--As brands compete this holiday season, shoppers make purchase decisions based on ease of shopping across channels, trust and privacy, according to a new Digital Satisfaction Index (DSI) study by the Intent Lab, a research partnership between Performics and Northwestern University Medill School of Journalism, Media, Integrated Marketing Communications. Consumers intend to discover and purchase products seamlessly across channels, including online to offline, brand site and commerce marketplaces. Holiday shopping isn’t a one-stop shop or one-size-fits-all experience.” Intent Lab has been measuring consumer satisfaction related to trust in digital experiences for 4 years, and the new study found that, once again, trust has dropped: Ashlee Humphreys, Associate Professor of integrated marketing communications at Medill, commented, “In March 2019, when evaluating the importance of digital satisfaction factors for consumers, we found that Utility/Ease had the highest importance weighting at 41%, followed by Trust at 21%. Across an expansive global network operating in 57 countries, Performics leverages data, technology and talent to create and convert consumer demand wherever it is expressed—search, social, display, commerce and offline channels. The school’s innovative teaching and research focus on enduring skills as well as new techniques and technologies that are changing the way stories are told and consumed in todays digital world, as well as how organizations engage audiences.