Frustrating Digital Experiences Lead to Negative Brand Perception
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Frustrating Digital Experiences Lead to Negative Brand Perception

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An EffectiveUI study conducted by Harris Interactive reveals that 87 percent of people leave with a negative perception of a brand after a frustrating digital experience. ...

An EffectiveUI study conducted by Harris Interactive reveals that 87 percent of people leave with a negative perception of a brand after a frustrating digital experience.

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 2013 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.

For more information from the study, see http://www.effectiveui.com/newsroom/press-releases/11-05-2013-Study-Finds-People-are-Frustrated-with-Digital-Experiences- Walk-Away-with-Negative-Brand-Perception.php

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Frustrating Digital Experiences Lead to Negative Brand Perception Frustrating Digital Experiences Lead to Negative Brand Perception Infographic Transcript

  • Frustrating Digital Experiences Lead to Negative Brand Perception While technology and quick access to information is making life easier, people also say that the digital experience is becoming more frustrating. 85 % neutral / less complicated Only 15 percent of people think technology has made their life more complicated. USABILITY PROBLEMS LEAD TO FRUSTRATION 93 % have been frustrated with websites 72 Frustration level 23 % Frustration level % 25 mobile device owners have been frustrated with apps of the time % of the time PEOPLE SAY THEY WANT EASIER DIGITAL EXPERIENCES On average, people would do more of the following activities if they were easier. 13 % more handling of insurance needs This 12 % more shopping 9 % more banking 9 % more watching television shows 7 6 % % more communicating with friends & family more reading frustration has huge implications on a brand. BRAND PERCEPTION 87 % 87 percent of people say that a frustrating digital experience leads to at least a somewhat negative perception about that brand. Survey Methodology This survey was conducted online within the United States by Harris Interactive on behalf of EffectiveUI from October 28-30, 2013 among 2,016 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Jill Petersen, 206-683-5225.