SAN FRANCISCO – October 15, 2014 – Lithium Technologies today released data from a global survey conducted by Harris Poll on behalf of Lithium Technologies, capturing the views of over 6,100 online adults in the United States, Great Britain, Australia, France, and Germany – shedding light on how the Internet is rapidly changing customer expectations and challenging companies to keep up.
“We wanted to gauge how digital business has changed the ways consumers interact with brands, and explore how those behaviors differ across geographical and cultural borders,” said Rob Tarkoff, President and CEO of Lithium. “We’re living in an age of extreme expectations. Our survey provides insights that brands can use to improve their customer approaches to stay relevant among increasingly sophisticated and demanding consumers.”
Respondents were asked a wide array of questions regarding their online actions, behaviors, and attitudes, uncovering unique insights into what they truly want from their online experiences andwhat they expect from the brands with which they do business. The survey results show how the Internet has empowered consumers with troves of useful information, more service options, and new engagement vehicles. This has created digitally savvy consumers who have new expectations for companies--and each other.
However, when looking at the data from a global standpoint, the story is a bit more nuanced. The expectations of an American consumer, for example, are not always in line with those of a French consumer. Nor should they be. In fact, it’s the differences among the global populations that truly stand out – signifying a potential need for companies with a global footprint to shy away from one-size-fits-all digital strategy where they do business.
Some key survey insights include:
Online research is the norm among consumers globally before making big purchases
A majority of consumers will only call a toll-free number for customer service as the last resort
Consumers go online to praise AND complain
Positive “word of mouth” still proves to be the most influential form of marketing
Consumers heavily rely on recommendations from family and friends on purchase decisions
Consumers want “instant gratification” from online customer service
As good as…
This survey was conducted online within the United States between April 24 and 28, 2014 among 2,130 adults aged 18 and older and online within Great Britain among 1,006 adults, France among 1,014 adults, Germany among 1021 adults and Australia among 1,015 adults between May 7 and 13, 2014 by Harris Poll on behalf of Lithium Technologies via its Quick Query omnibus product. Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was used to adjust for respondents’ propensity to be online.
Respondents for this survey were selected from among those who have agreed to participate in Harris Poll surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris panel, no estimates of theoretical sampling error can be calculated.
About Lithium Technologies
Lithium's software helps companies reinvent how they connect with their customers, Lithium works with more than 300 of the world's best brands— including AT&T, Best Buy, Indosat, Sephora, Skype and Telstra — to respond on social networks and to build trusted content on a community they own. The 100% SaaS-based Lithium Social Customer Experience™ platform enables brands to build and engage vibrant customer communities to drive sales, reduce service costs, accelerate innovation and grow brand advocacy. For more information, visit lithium.com, or connect with us on Twitter, Facebook and our own community. Lithium is privately held with corporate headquarters in San Francisco and offices across Europe, Asia and Australia.
The Lithium® logo is a registered Service Mark of Lithium Technologies. All trademarks and product names are the property of their respective owners.