Kantar NZ Insights Applied - Responsiveness

Meeting expectations on responsiveness

Digital channels have completely changed consumer expectations, but brands also need to be aware that in some quarters there is evidence of a backlash against online channels.

The internet is increasingly being utilised as a quick and simple method of interacting with brands. However, expectations can be difficult to meet because digital customers are becoming more and more impatient - recent research by Brand Embassy illustrated that 32% of consumers expect a response to social media queries within 30 minutes. This means brands have to work much harder to deliver a quick response.

This presents a clear challenge.

The “always on” aspect of the internet means that putting the infrastructure in place to enable a consistent, rapid response to queries is far from simple. Some brands have adopted AI solutions such as chatbots, but while these may be an effective way of dealing with simple queries, this can feel like a less personalised approach: our own research consistently tells us that New Zealanders prefer to deal with real people.

Consumers who feel they are spending too much time searching for information or getting a resolution to an issue can quickly become frustrated. This is reflected in our research, which showed that over half (54%) of 18-29 year olds would like to reduce the time they spend online, with similar levels recorded for those aged 30-39 (55%).

For some, wishing to spend less time online might relate to frustration with specific sites or processes, but for others it may reflect a desire to break the cycle of being compelled to check social media feeds so often throughout the day. In this way, spending time online can resemble something closer to an addiction. Academic research conducted in 2017 illustrated that just seeing the Facebook logo can spark cravings among more frequent social media users.

The increasing amount of time spent online can start to have wider health impacts on consumers. In our recent research, 34% of New Zealanders stated that the amount of time they spent on electronic devices was impacting on the quality of their sleep. This figure increased further to 51% among the heaviest internet users.

While there is no evidence to suggest that New Zealanders are turning away from the internet in large numbers, it is important for brands to recognise that the wellbeing of each online user is likely to have some effect on their reaction to online stimulus. Regardless of the quality of the message, creating a positive emotional connection with a consumer at the level necessary to build brand love is likely to be difficult if they are feeling tired and frustrated. Focusing on clear communications that reflect customers’ online preferences and streamlined, clearly signposted website design offers an important opportunity to limit frustration among a group of consumers who are starting to feel the effects of long periods of screen time.

33% of New Zealanders have changed the screen settings on their devices to try to stop them interfering with getting to sleep.