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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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According to Auvik's 2025 IT Trends Report, 60% of IT professionals feel at least moderately burned out on the job, with 43% stating that their workload is contributing to work stress. At the same time, many IT professionals are naming AI and machine learning as key areas they'd most like to upskill ...

Businesses that face downtime or outages risk financial and reputational damage, as well as reducing partner, shareholder, and customer trust. One of the major challenges that enterprises face is implementing a robust business continuity plan. What's the solution? The answer may lie in disaster recovery tactics such as truly immutable storage and regular disaster recovery testing ...

IT spending is expected to jump nearly 10% in 2025, and organizations are now facing pressure to manage costs without slowing down critical functions like observability. To meet the challenge, leaders are turning to smarter, more cost effective business strategies. Enter stage right: OpenTelemetry, the missing piece of the puzzle that is no longer just an option but rather a strategic advantage ...

Amidst the threat of cyberhacks and data breaches, companies install several security measures to keep their business safely afloat. These measures aim to protect businesses, employees, and crucial data. Yet, employees perceive them as burdensome. Frustrated with complex logins, slow access, and constant security checks, workers decide to completely bypass all security set-ups ...

Image
Cloudbrink's Personal SASE services provide last-mile acceleration and reduction in latency

In MEAN TIME TO INSIGHT Episode 13, Shamus McGillicuddy, VP of Research, Network Infrastructure and Operations, at EMA discusses hybrid multi-cloud networking strategy ... 

In high-traffic environments, the sheer volume and unpredictable nature of network incidents can quickly overwhelm even the most skilled teams, hindering their ability to react swiftly and effectively, potentially impacting service availability and overall business performance. This is where closed-loop remediation comes into the picture: an IT management concept designed to address the escalating complexity of modern networks ...

In 2025, enterprise workflows are undergoing a seismic shift. Propelled by breakthroughs in generative AI (GenAI), large language models (LLMs), and natural language processing (NLP), a new paradigm is emerging — agentic AI. This technology is not just automating tasks; it's reimagining how organizations make decisions, engage customers, and operate at scale ...

In the early days of the cloud revolution, business leaders perceived cloud services as a means of sidelining IT organizations. IT was too slow, too expensive, or incapable of supporting new technologies. With a team of developers, line of business managers could deploy new applications and services in the cloud. IT has been fighting to retake control ever since. Today, IT is back in the driver's seat, according to new research by Enterprise Management Associates (EMA) ...

In today's fast-paced and increasingly complex network environments, Network Operations Centers (NOCs) are the backbone of ensuring continuous uptime, smooth service delivery, and rapid issue resolution. However, the challenges faced by NOC teams are only growing. In a recent study, 78% state network complexity has grown significantly over the last few years while 84% regularly learn about network issues from users. It is imperative we adopt a new approach to managing today's network experiences ...

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From growing reliance on FinOps teams to the increasing attention on artificial intelligence (AI), and software licensing, the Flexera 2025 State of the Cloud Report digs into how organizations are improving cloud spend efficiency, while tackling the complexities of emerging technologies ...