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