The UK is becoming a nation of digitally discerning consumers & citizens.
Our research asked 3,150 consumers and citizens throughout the UK about their digital experiences and expectations across 10 markets, within the private and public sector. This independently commissioned research takes a detailed look at the digital preferences of today’s consumers and citizens, what drives them to digital, what drives them away and how they define excellence.
Through this unique insight, we are able to define four new groups of individuals that better define their appetite for digital services than just focusing on their age, socio-economic status or income.
Whether designing digital services for consumers or citizens, organisations need to get to the heart of what their users want before they can deliver digital excellence.