Why Consumers Abandon Digital Brands

 
 
By Karen A. Frenkel  |  Posted 09-10-2015 Email
 
 
 
 
 
 
 
 
 
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    Why Consumers Abandon Digital Brands
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    Why Consumers Abandon Digital Brands

    A new study finds that consumers are more concerned with security and privacy than with the customer experience, and they surprisingly don’t mind aggressive advertising.
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    Top Reasons Consumers Distrust a Brand
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    Top Reasons Consumers Distrust a Brand

    The reasons why consumers distrust a brand reach across the enterprise to include marketing, IT and security. The top three reasons are: Inaccurate content (91%), Frequent Website downtime (88%), Overly simple identity and authentication procedures (75%)
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    Respectful, Aggressive Ads Are Fine
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    Respectful, Aggressive Ads Are Fine

    Respondents did not mind forceful marketing tactics, like persistent banner ads, but dislike ads that interfere with content (55%). Ads that redirect them to sites they don't want to see were a close second, at 52%.
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    The Downside of Downtime for Brands
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    The Downside of Downtime for Brands

    88% of consumers distrust sites that crash, but 84% are unfamiliar with DDoS attacks, one of the leading causes for downtime.
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    Why Consumers Leave Sites
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    Why Consumers Leave Sites

    61% of respondents give a Website that goes offline two chances before they give up. 80% give up financial services sites quickly. 59% abandon unavailable retail sites. 58% are more forgiving of government sites and continue to use them despite downtime.
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    Social Media and Brands
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    Social Media and Brands

    Data is conflicting with regard to social media and brand perception. 6% of visitors will wait an extra five seconds for social media pages to load, whereas 56% are willing to give unavailable social sites more chances in the future.
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    Slow Sites Raise Security Concerns
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    Slow Sites Raise Security Concerns

    67% of consumers lose trust when pages load too slowly. 78% worry about security when a site is sluggish.
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    Checkout and Trust
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    Checkout and Trust

    40% of respondents worry the most if checkout takes too long. Speedy checkout is twice as important as quick navigation to another page. Speedy checkout is three times as important as accessing the homepage.
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    Brand Perception After a Breach
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    Brand Perception After a Breach

    One year after a data breach, 50% of respondents continue to view the brand negatively. 63% distrust brands that have been breached.
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    Passwords and Authentication
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    Passwords and Authentication

    55% distrust Websites that don't have two-factor authentication. 31% distrust Websites that rely only on passwords for identification and authentication.
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    Easy Authentication Does Not Help
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    Easy Authentication Does Not Help

    When it comes to security and convenience, security wins. Easy authentication does not improve the customer experience.
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    Digital Brand Trust More Important Than Ever
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    Digital Brand Trust More Important Than Ever

    Digital brands will become more essential than ever in three areas: mobile, wearables and the Internet of things.
 

A new study investigating why consumers do and do not trust brands online finds that half of all consumers say security and privacy are important to brand perception. A total of 750 adult Americans—52 percent women and 48 percent men—completed the survey. Half the respondents earn $41,000-$80,000 annually and they represent all regions in the U.S. and all levels of education. The questions dealt with trust in Website content and advertising, trust in site performance, and trust that brands protect their security. Neustar, a real-time provider of cloud-based information services, conducted the study titled, "What Erodes Trust in Digital Brands," with the Ponemon Institute. "In our always-on, always-connected world, a brand's digital storefront may be the first and only touch point the customer has with the company," said Lisa Joy Rosner, chief marketing officer at Neustar. "Discerning customers expect a brand's Website to offer them accurate, real-time information, whenever and wherever they want it. On top of that, customers demand that all of the information they share with the brand is retained in a safe and secure manner."

 
 
 
 
 
Karen A. Frenkel writes about technology and innovation and lives in New York City.

 
 
 
 
 
 

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