• Tracy Ericksen, KiwiGroup

10 Surprising Consumer Behavior Facts in the Digital Era

Updated: Mar 4, 2019





The way consumers relate to brands has drastically changed over the past few years. Thanks to the digital era, they can now interact with products and brands at anytime, virtually anywhere. Consumer’s expectations surrounding service and the experience they have with brands are much higher than they were in the past. A large emphasis has been placed on timely responses and value adding information.  

The average person is exposed to upwards of 5,000 ads everyday. So how do companies cut through the noise and communicate with customers in the way they want to be talked to? Lets take a look at some statistics on consumer behavior:

70 percent of buying experiences are based on how the customer feels they are being treated. [1]

A dissatisfied customer will tell between 9-15 people about their experience. Around 13 percent of dissatisfied customers tell more than 20 people. [1]

For every customer complaint, there are 26 other unhappy customers who have remained silent. [1]

55 percent of consumers would pay more for a better customer experience. [1]

89 percent of consumers have stopped doing business with a company after experiencing poor customer service.[2]

A customer is 4 times more likely to buy from a competitor if the problem is service related versus price or product related. [3]

Three out of four consumers say they spent more money with a company because of a positive customer experience. [4]

45 percent of companies offering web or mobile self-service reported an increase in site traffic and reduced phone inquiries. [5]

It takes 12 positive customer experiences to make up for one negative experience. [6]

45 percent of US consumers will abandon an online transaction if their questions or concerns are not addressed quickly. [7]

Providing consumers with timely and relevant information is proving to be key now, more than ever. Dissecting what communications consumers want to receive and delivering that information at the appropriate time can be challenging. Analyzing customer buying habits and implementing software to organize leads in the sales cycle can help. 


[1] http://returnonbehavior.com/2010/10/50-facts-about-customer-experience-for-2011/ [2] http://www.slideshare.net/RightNow/2011-customer-experience-impact-report [3] http://www.bain.com/publications/business-insights/loyalty.aspx [4] http://www.business2community.com/customer-experience/top-4-reasons-you-should-invest-in-a-crm-platform-0561485 [5] http://www.destinationcrm.com/Articles/ReadArticle.aspx?ArticleID=90678 [6] http://www.parature.com/infographic-financialcustserv/ [7] http://www.aspect.com/Documents/Papers/Aspect-NGCC-Forrester-WP.pdf

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