Millennial Consumers Look for Digital First Businesses
The survey looked at consumer preferences in areas like retail, casual restaurants, travel, financial services, and media and entertainment.While millennial consumers are the primary driver of the borderless brand experience, consumers of all ages are increasingly becoming digital natives and have the same expectations, according to a survey of 1,000 U.S. consumers from Sequence. In the survey, 52 percent of millennial consumers said their first impression of a brand comes through a digital channel, and 90 percent of all consumers, regardless of age, expect a seamless brand experience across in-store, online or mobile transactions. The survey looked at consumers’ digital and analog preferences in specific areas like retail, casual restaurants, travel, financial services, and media and entertainment. "What was most surprising was that all consumers have this expectation of a borderless brand experience--they expect the lines between physical stores, online, mobile app or phone sales and support to be invisible," Jojo Roy, CEO of Sequence, told eWEEK. "We thought we would see a higher response from Millennials, who are accustomed to technology being integrated into all aspects of their lives. But, we found that consumers of all ages have this expectation and that it’s not just Millennials that are digital firsts."
Two out of three consumers lose trust in a brand when the physical presence doesn’t match the digital, and 79 percent of consumers are more loyal to brands that have a great online and offline experience.