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DX More Important Than Ever to Consumers

Study of consumers reveals that brand loyalty takes a backseat to simple, efficient digital experiences — and shows that a great DX has a direct impact on revenue and retention

When it comes to digital transactions, Americans are loyal to the experience, not necessarily the brand, according to a survey of more than 7,000 consumers from across the US, Europe, and Asia Pacific commissioned by FullStory.

This research reveals that 40% of US consumers say they don't care where they buy from "as long as it works," making a great digital experience more important than ever for brands to remain competitive in uncertain economic times.

58% of Americans will pay a premium for a guaranteed flawless digital experience

The research also shows that even in a price-sensitive environment, the customer experience can have a direct impact on revenue: nearly six out of 10 of Americans (58%) will pay a premium for a guaranteed flawless digital experience. The demand is not exclusive to the US, with 59% of consumers worldwide stating the same.

The research also indicates that consumers' difficulty and stress on sites and apps pose a significant revenue risk for brands. More than half of respondents (53%) are unlikely to return to a business that provides a poor digital experience, and only 5% say they are "very likely" to give a brand a second chance after a bad online experience.

"Companies across sectors are looking for strategies to stand out and retain customers in the face of economic slowdown," said Scott Voigt, CEO of FullStory. "Providing an exceptional digital experience is one of the best ways to win customers, who are clearly open to switching brands and won't tolerate digital friction. Digital experience data and insights equip brands to create perfect digital experiences, making it easier for consumers to get things done online and helping businesses increase revenue and retention."

Keep It Simple

The data shows that the #1 factor to ensure a great digital experience in 2023 is the ability to "quickly accomplish what I came to do" — a priority for 81% of US consumers and 76% of consumers worldwide.


Unfortunately, many sectors are still failing to hit these fundamentals when it comes to the experiences they provide on sites and apps:

■ Healthcare — Only 31% describe the digital experience as "simple," with 27% saying the experience is "stressful" or "difficult."

■ Grocery — Only 33% describe the digital experience as "simple," with 16% saying the experience is "stressful" or "difficult."

■ Finance — Only 37% describe the digital experience as "simple," with 19% saying the experience is "stressful" or "difficult."

■ Retail — Online shopping sites fared the best, with nearly half of US consumers (46%) describing the digital experience as "simple," and 17% saying the experience is "stressful" or "difficult."

Focus on Digital Fundamentals

The study also shows that brands are failing to pay attention to the digital details that matter most to experience-obsessed consumers — and hurting their business as a result.

■ The majority of US consumers (53%) have struggled or been frustrated with a site or app in the past six months, and 64% say they're likely to leave without completing a transaction as a result.

■ 71% of Americans report that they have repeatedly clicked or tapped in frustration on a site or app.

■ The most common frustrations highlighted by US consumers include slow loading times (65%), page loading errors (62%), and dead links (45%).

■ Despite these issues, more than half (51%) will not report issues when they occur, meaning brands are often unaware of digital errors that are costing them revenue.

Global Consumers Reflect Same Attitudes

Comparable to US consumers, more than a third of Brits (38%) also say they "don’t care" where they buy from "as long as it works." Similarly, 46% in Australia and 48% of those in Germany say the same.

Methodology: FullStory's research was conducted by 3Gem, an independent research agency. It incorporates data from 7,000 consumers across the UK, US, Germany, The Netherlands, Australia, Singapore, and Indonesia. Research was conducted between December 2022 and January 2023.

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DX More Important Than Ever to Consumers

Study of consumers reveals that brand loyalty takes a backseat to simple, efficient digital experiences — and shows that a great DX has a direct impact on revenue and retention

When it comes to digital transactions, Americans are loyal to the experience, not necessarily the brand, according to a survey of more than 7,000 consumers from across the US, Europe, and Asia Pacific commissioned by FullStory.

This research reveals that 40% of US consumers say they don't care where they buy from "as long as it works," making a great digital experience more important than ever for brands to remain competitive in uncertain economic times.

58% of Americans will pay a premium for a guaranteed flawless digital experience

The research also shows that even in a price-sensitive environment, the customer experience can have a direct impact on revenue: nearly six out of 10 of Americans (58%) will pay a premium for a guaranteed flawless digital experience. The demand is not exclusive to the US, with 59% of consumers worldwide stating the same.

The research also indicates that consumers' difficulty and stress on sites and apps pose a significant revenue risk for brands. More than half of respondents (53%) are unlikely to return to a business that provides a poor digital experience, and only 5% say they are "very likely" to give a brand a second chance after a bad online experience.

"Companies across sectors are looking for strategies to stand out and retain customers in the face of economic slowdown," said Scott Voigt, CEO of FullStory. "Providing an exceptional digital experience is one of the best ways to win customers, who are clearly open to switching brands and won't tolerate digital friction. Digital experience data and insights equip brands to create perfect digital experiences, making it easier for consumers to get things done online and helping businesses increase revenue and retention."

Keep It Simple

The data shows that the #1 factor to ensure a great digital experience in 2023 is the ability to "quickly accomplish what I came to do" — a priority for 81% of US consumers and 76% of consumers worldwide.


Unfortunately, many sectors are still failing to hit these fundamentals when it comes to the experiences they provide on sites and apps:

■ Healthcare — Only 31% describe the digital experience as "simple," with 27% saying the experience is "stressful" or "difficult."

■ Grocery — Only 33% describe the digital experience as "simple," with 16% saying the experience is "stressful" or "difficult."

■ Finance — Only 37% describe the digital experience as "simple," with 19% saying the experience is "stressful" or "difficult."

■ Retail — Online shopping sites fared the best, with nearly half of US consumers (46%) describing the digital experience as "simple," and 17% saying the experience is "stressful" or "difficult."

Focus on Digital Fundamentals

The study also shows that brands are failing to pay attention to the digital details that matter most to experience-obsessed consumers — and hurting their business as a result.

■ The majority of US consumers (53%) have struggled or been frustrated with a site or app in the past six months, and 64% say they're likely to leave without completing a transaction as a result.

■ 71% of Americans report that they have repeatedly clicked or tapped in frustration on a site or app.

■ The most common frustrations highlighted by US consumers include slow loading times (65%), page loading errors (62%), and dead links (45%).

■ Despite these issues, more than half (51%) will not report issues when they occur, meaning brands are often unaware of digital errors that are costing them revenue.

Global Consumers Reflect Same Attitudes

Comparable to US consumers, more than a third of Brits (38%) also say they "don’t care" where they buy from "as long as it works." Similarly, 46% in Australia and 48% of those in Germany say the same.

Methodology: FullStory's research was conducted by 3Gem, an independent research agency. It incorporates data from 7,000 consumers across the UK, US, Germany, The Netherlands, Australia, Singapore, and Indonesia. Research was conducted between December 2022 and January 2023.

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Misaligned architecture can lead to business consequences, with 93% of respondents reporting negative outcomes such as service disruptions, high operational costs and security challenges ...

A Gartner analyst recently suggested that GenAI tools could create 25% time savings for network operational teams. Where might these time savings come from? How are GenAI tools helping NetOps teams today, and what other tasks might they take on in the future as models continue improving? In general, these savings come from automating or streamlining manual NetOps tasks ...

IT and line-of-business teams are increasingly aligned in their efforts to close the data gap and drive greater collaboration to alleviate IT bottlenecks and offload growing demands on IT teams, according to The 2025 Automation Benchmark Report: Insights from IT Leaders on Enterprise Automation & the Future of AI-Driven Businesses from Jitterbit ...

A large majority (86%) of data management and AI decision makers cite protecting data privacy as a top concern, with 76% of respondents citing ROI on data privacy and AI initiatives across their organization, according to a new Harris Poll from Collibra ...

According to Gartner, Inc. the following six trends will shape the future of cloud over the next four years, ultimately resulting in new ways of working that are digital in nature and transformative in impact ...

2020 was the equivalent of a wedding with a top-shelf open bar. As businesses scrambled to adjust to remote work, digital transformation accelerated at breakneck speed. New software categories emerged overnight. Tech stacks ballooned with all sorts of SaaS apps solving ALL the problems — often with little oversight or long-term integration planning, and yes frequently a lot of duplicated functionality ... But now the music's faded. The lights are on. Everyone from the CIO to the CFO is checking the bill. Welcome to the Great SaaS Hangover ...

Regardless of OpenShift being a scalable and flexible software, it can be a pain to monitor since complete visibility into the underlying operations is not guaranteed ... To effectively monitor an OpenShift environment, IT administrators should focus on these five key elements and their associated metrics ...

An overwhelming majority of IT leaders (95%) believe the upcoming wave of AI-powered digital transformation is set to be the most impactful and intensive seen thus far, according to The Science of Productivity: AI, Adoption, And Employee Experience, a new report from Nexthink ...

Overall outage frequency and the general level of reported severity continue to decline, according to the Outage Analysis 2025 from Uptime Institute. However, cyber security incidents are on the rise and often have severe, lasting impacts ...