Approbation’s recent survey found that over 50% of Americans and Canadians aged between 25-54 consider digital experiences to be extremely important.
According to the report, online interactions across industries like automotive, and groceries have surged since COVID-19. Digital experiences in industries like finance, travel and tourism, and healthcare are considered extremely important by 67%, 55% and 54% of respondents respectively.
The retail industry at 46% is also catching up in terms of consumer’s digital readiness, while the automotive industry at 33% and grocery at 39% ranked the lowest. Consumer interaction across finance (+10%), healthcare (+21%), retail (+20%) and travel and tourism (+15%) is expected to increase post-pandemic.
Further, one-fifth of consumers feel that there is room for improvement for digital experiences across industries. Companies providing frictionless digital experiences and conveniences will do well, as Millennials and Gen Z expect smooth and efficient digital experiences from brands.
[4 minute read]