COSTA MESA, Calif.—A report from Experian has found most respondents (81%) said a positive digital experience gives them a more favorable view of the brand than a physical store experience.
However, 23% of respondents said their expectations for digital experiences were met only somewhat or not at all, down from 30% of consumers who said the same thing in 2021, Retail Dive said in its analysis.
“Results from our latest survey reveal that many consumers are more concerned now about the security of their online transactions and activities than they were a year ago, with regional differences in the nature of their primary concerns,” said David Bernard, Experian’s executive vice president of strategy and operations for global decision analytics. “The past two years have given way to a digitally savvy consumer, who has a growing awareness and understanding of advanced, frictionless security methods. Consumers seek to make their work and lives easier and safer.”
The same report further found that offering a range of efficient payment options is critical for attracting new consumers, Experian said.