The growing expectations of UK consumers are coming up against the harsh reality of the digital services available, according to a survey of 2,500 UK adults commissioned by Liferay. This is, in turn, affecting people’s relationship with democracy, and with national institutions such as the NHS. For instance:

-          27 percent of UK adults have missed voting in an election or referendum that they would have otherwise voted in if they could do so digitally. Applied to turnout from the 2017 general election, this would represent 8.6 million votes, while in the 2016 Brexit referendum it would represent more than 9 million

-          More than half (58 percent) of UK consumers have either used or would use a digital service instead of visiting their GP or using an NHS service thanks to the convenience involved – showing a movement towards seemingly more simple, paid-for health services

-          These statistics are more extreme for younger generations. 38 percent of under-35s have not voted in a referendum or election due to a lack of digital options, and 71 percent have used or would use a paid alternative to NHS services – suggesting a demographic time-bomb that will leave these generations less involved in society and less supportive of institutions such as the NHS

Consumers are clear about their increased expectations: 54 percent say their expectations of digital experiences have risen in the past two years, yet only 12 percent of consumers have had raised expectations met all of the time. Almost three quarters (73 percent) reported major frustrations with digital experiences including poor performance; difficulty navigating to what they want on the device they want to use; and being led down unproductive dead-ends. At the same time almost half (46 percent) said they had been promised a brilliant digital experience that then failed to materialise. Ultimately, consistently unfulfilled expectations may lead to an exodus from digital services – 11 percent of UK consumers are looking to give up on digital experiences altogether, stating that they are more trouble than they’re worth.

“There’s no escaping the fact that we’re in a digital century where customer experience is key,” said Mike MacAuley, General Manager (UK and IE), Liferay. “We can already see how a failure to adapt to this is driving consumer behaviour in the Private sector, but I think this increasingly also extends to national institutions such as the NHS, and even engagement with democratic processes. Organisations have limited time to address these issues: from rising service expectations, to not voting because of a lack of digital options, to choosing digital services such as, for example, Push Doctor over NHS provision. Under-35s are showing the greatest demand for digital services and are at greatest risk of being put off by a bad experience. If a private business cannot give these younger consumers what they need, they will become increasingly disengaged and ultimately go elsewhere or be lost entirely. This extends to Public bodies too.”

Consumer issues with digital experiences go beyond healthcare and voting, crossing all industries. For instance:

-          19 percent of UK consumers making an insurance claim online have at some point given up on the claim altogether thanks to a complicated, disjointed experience

-          20 percent of UK consumers gave up on performing their last mobile phone upgrade online, choosing instead to use the phone instead of digital services that were found lacking

-          52 percent of UK consumers say high street banks aren’t doing enough with the tools at their disposal to offer a personalised, digital experience

-          52 percent of UK consumers have given up on a digital experience because the process was too frustrating – with retailers the worst offenders

“Ultimately, organisations right the way across the spectrum, from businesses to central government to the NHS, need to look at not only their ambitions for digital services, but also how they deliver them,” continued Mike MacAuley. “The modern consumer expects a consistent, high-performance experience, whether they are on a laptop, a tablet or a mobile phone – or even switching across devices. If organisations cannot supply this, they are greatly increasing the risk that they will fail to meet expectations, especially with the growing generation of digital-native consumers.”

The research was based on a survey of 2,548 UK adults aged 16 and over performed by Kantar TNS Research Express. For more information, download the full report athttps://discover.liferay.com/-liferay-consumer-consumer-research-report