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.
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%)
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%.
88% of consumers distrust sites that crash, but 84% are unfamiliar with DDoS attacks, one of the leading causes for downtime.
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.
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.
67% of consumers lose trust when pages load too slowly. 78% worry about security when a site is sluggish.
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.
One year after a data breach, 50% of respondents continue to view the brand negatively. 63% distrust brands that have been breached.
55% distrust Websites that don’t have two-factor authentication. 31% distrust Websites that rely only on passwords for identification and authentication.
When it comes to security and convenience, security wins. Easy authentication does not improve the customer experience.
Digital brands will become more essential than ever in three areas: mobile, wearables and the Internet of things.