Consumers globally prefer simpler experiences over complicated ones

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 22, 2021, 11:23 AM UTC

A worldwide survey by Siegle+Gale revealed that brands that are unable to provide simpler experiences waste $402 billion.

More consumers are ready to pay a premium for simpler experiences, as the COVID-19 pandemic has made lives more complicated for many people, according to the study. People aged 18 to 34 (55%) believe their lives have become more challenging, while 45% of those aged 35 to 54 also agree.

Of those polled, 57% of consumers say they will pay more for simpler experiences. Moreover, 76% of consumers are likely to recommend brands that offer simpler experiences to others. Google ranked first in the global rankings, followed by Netflix, Lidl, YouTube, and Aldi when it came to simplicity.

In the US, however, Amazon is regarded as the simplest brand. Hulu, Netflix, Costco, and Google, are among the top five simplest brands in the United States.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

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