E-commerce
Online consumers not finding much joy
January 25, 2021
While "retail therapy" has long been tapped by consumers as a way to feel better, the online consumer isn't experiencing much cheer or joy these days, according to the "Digital Happiness Pulse" report from Contentsquare.
In fact, some online brands are not making e-commerce consumers happy at all, with just 15% of shoppers stating they're happy with the online buying experience and 16% stating they're bored, anxious and frustrated, according to a press release.
The report polled 4,000 consumers across the U.S., U.K., France, Germany, Austria and Switzerland.
"The fact that most people engage in a little retail therapy from time to time is not a new concept, but this statistic is interesting because it shows that consumers do expect brands to help lift their mood. Unfortunately, our research suggests that many of these digital retailers are letting their customers down. Rather than providing an experience that brings consumers joy, brands today are merely focusing on delivering 'satisfactory' experiences which do the minimum required to make a sale," Niki Hall, Contentsquare CMO, said in the release.
