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05/10/2021

Survey: Consumers will stay online as pandemic eases

Dan Berthiaume
Senior Editor, Technology
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Most consumers will maintain or increase their online usage even as in-person shopping resumes, but won’t be patient about it.

According to a new survey of more than 1,500 U.S. consumers from digital experience platform FullStory, eight in 10 (81%) respondents plan to maintain or increase their online usage even as COVID-19 restrictions are removed. 

However, the survey also shows that digital frustrations are common and costly, finding that almost two-thirds of respondents (64%) have been frustrated or struggled with an online transaction in the last six months. More than three-quarters (77%) of respondents will abandon an online transaction when they experience an issue, and 60% say they aren’t likely to return.

Furthermore, 65% of respondents trust a business less when they experience a problem while using a website or mobile app. The most popular factor respondents listed as creating a good online experience is being able to “quickly accomplish what I came to do” (83%). 

Conversely, the most frustrating issues for consumers online are page glitches (55%), forms that don’t correctly accept inputs (45%), and page-loading errors (42%). 

Only 12% of respondents are very likely to share feedback when a digital error occurs. When consumers do provide feedback, it’s most likely through surveys (49%) or by chatting or emailing the business (41% and 40%, respectively).

Other interesting findings include:
•    Four in 10 respondents (41%) transact online at least once a day, and one-quarter (26%) perform multiple online transactions a day, such as placing an order, purchasing an item, paying a bill, or making a reservation. 

•    Retail received the highest ratings for an industry with positive online experiences (34% excellent; 7% poor), while quick-service restaurants received low rankings (13% poor; 7% excellent).