UK consumers exhibit ‘brand apathy’ online

The study, from TelecityRedbus, reveals that just over half (53.5%) of regular UK Internet users say they have any loyalty to online brands and nine out of ten of respondents unwilling to give a website more than three chances to load up.

The research also revealed that the top three reasons to move to an alternative website are poor customer service (70.8%), slow loading time (68.9%) and non-delivery on items ordered (68.5%).

The figures highlight the fact that almost three quarters of those questioned would not wait longer than 30 seconds before giving up on a business’ website and moving on to a competitor.

With almost 90% of those questioned now using broadband access the research suggests that the ‘on-demand’ mentality has crept into the nation’s surfing habits with fewer consumers than ever prepared to wait for the goods or information being searched for.

Mike Tobin, CEO of TelecityRedbus, said: “This research demonstrates unequivocally that ‘on-demand’ functionality is crucial to success - they are not prepared to wait or give a company another chance if they feel failed by its online shop window.”

The research also indicated that the majority of the population is now very comfortable with online shopping and services. Most of those questioned (85.5%) use the Internet regularly to buy consumer goods while 70.5% search around for cost-effective holidays and trips abroad.

Online banking is also among the most frequently sought out online service. 65.5% claim to make regular use of this facility while 63% of users turn to the Internet in order to make the most of local government services.

While businesses might accept that immediate sales are lost due to website downtime, there are also long-term repercussions on the online consumers’ perception of the company and the brand. 85% of consumers claimed that their perception of a company is adversely affected by website downtime.

The research questioned over 2000 people during March 2006, as was independently conducted by UK market research company, Tickbox.