New Digital Satisfaction Index Measures Online Consumer Satisfaction

New Digital Satisfaction Index Measures Online Consumer Satisfaction
SHARE
THIS


What best describes you?

A new digital consumer satisfaction index offers an innovative global tool to understand how consumers make connections with a brand leading up to their final decision to either engage and purchase something or go elsewhere.

This Digital Satisfaction Index (DSI) originated in the Intent Lab, a new research partnership announced today between Northwestern University in the US and Performics Worldwide, the original performance marketing agency.

Grace Chu, CEO of Performics Australia, said, “Consumers are flooded with brand messages online – some are relevant and empowering, but many are obtrusive and annoying.

“The Digital Satisfaction Index uncovers the factors driving consumer satisfaction, and how brands can have more relevant and engaging interactions with consumers. This will give marketers insight into how to allocate resources and better engage with consumers in meaningful ways.”

The partnership will aim to uncover how brand connections are perceived, and the thought patterns that take place leading up to that final decision to engage with, or abandon, a brand.

“We built the Intent Lab because we firmly believe intent is the single-most important marketing variable, shaping the way we deliver results for our clients,” said Michael Kahn, CEO of Performics Worldwide.

“The Intent Lab’s Digital Satisfaction Index is a new industry standard, illuminating game-changing insight into online user perceptions. This knowledge will arm brands with the ability to harness the power of marketing in a post-digital world.”

The research revealed the most salient four factors driving consumer digital satisfaction were Trust, Utility, Social and Privacy (more so than other factors like Personalisation and Recommendations).

  • Trust measures attitudes about the credibility of information presented online.
  • Utility is the usefulness of the website or app to users. This includes assessments of how efficient it is to get things done online versus offline, and how easily information can be accessed.
  • Social represents the extent to which users value their social interactions online – both their enjoyment engaging with others and with getting glimpses into the lives of others online.
  • Privacy is the level of comfort that users have with information being collected about them online.

The first DSI study is focused on the US and UK markets with insights from the Australian market due to be released next year.

The overall DSI score (on a 100-point scale) is a combined measure of the level of satisfaction and importance of key factors, such as those listed above.

The U.S. DSI score was 58.4 overall, and though online users gave utility a score of 77 — indicating relative satisfaction with the usefulness of websites and apps — and social a score of 61.3 — indicating consumers enjoy engaging with others online, dissatisfaction with privacy and collection of personal information, as well as trust — or the perception of how credible information is online — drove the overall DSI lower, with scores of 34.2 and 52.6, respectively.

Comparatively, U.K. consumers are more satisfied with their digital experiences than U.S. consumers, given the U.K.’s overall DSI score of 65.6.  This is primarily because U.K. consumers skewed higher in privacy (42.2) and place 43 percent less importance on privacy than American counterparts.

Also, while the utility score was very close to the U.S. at 77.4, they weighted that factor as 36 percent more influential than in the U.S.

In both the U.S. and U.K., digital satisfaction is the lowest among the youngest age group (18-24), scoring 57.1, as well as 64-75 year olds and those over 75 years old, the oldest age group. With a score of 61, baby boomers, ages 55-64 years old, are the most satisfied.

To download a copy of the complete Intent Lab Digital Satisfaction Index Q3 2016 Report, visit www.theintentlab.com. The next round of DSI results will be released in the fourth quarter of 2016 and will cover additional industries and new global markets.

PICTURE: Grace Chu, CEO Performics Australia and Michael Khan, CEO Performics Worldwide

Please login with linkedin to comment

Latest News

Four Questions About Connected TVs Everyone Is Asking – Answered
  • Opinion

Four Questions About Connected TVs Everyone Is Asking – Answered

In this guest post, the ANZ country manager for martceh firm dataxu, Matthew Joyce (pictured below), says almost half of Australians have a connected TV and he takes a look at what that means for brands and advertisers… Four in 10 of us have smart TVs at home, and of that, 70 per per cent are Connected TVs (CTV). […]

Opinion

by B&T Magazine

B&T Magazine
TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture
  • Media

TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture

Crocmedia has announced the launch of Rainmaker, a dedicated TV production services business to be headed by former Head of Programming and Production at Channel Nine, Tim Cleary. Cleary will draw on his 25 years in the industry to spearhead the creation of bespoke new shows for distribution both in Australia and overseas under the Rainmaker […]

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]