Consumer Behavior

UK online shoppers like multiple contact points

Photo: Adobe Stock

December 20, 2023

A hefty number of UK consumers, 70%, expect and demand multiple online shopping contact oints and 61% prefer digital channels when it comes to customer service interaction.

A whopping 94% expect quick response when they contact an online brand.

Those findings are from a Mitto survey conducted in the U.K. regarding the evolving landscape of consumer preferences, according to a press release.

"The survey confirms trends we have been seeing for years. Consumers are using more channels than ever to engage with their favorite brands, specifically when it comes to large shopping events," Mitto CEO Andrea Giacomini said in the release.

Additional findings include:

• Nearly 83% of Gen Z respondents said customer service is more important than product selection when interacting with a brand online.
• 63% of all survey takers consider live chat, SMS, or social media as the most efficient ways to communicate with a brand online.
• 72% of U.K. consumers state that fast and reliable delivery services influence their decision to shop with a specific retailer online. This aligns with a previous survey Mitto published regarding customer attitudes towards delivery delays and communication expectations.
• Over 60% state that good customer service influences their decision to shop with an online retailer.
• 90% of respondents said that their shopping experience is improved when a brand is available across more than one communication channel.