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UK Insights

34% of British consumers are not ready to embrace online customer service

Kirsty Cooke

Head of Digital Content, UK

Digital 12.11.2017 / 18:00


According to Kantar TNS’s latest Connected Life research, brands still have work to do to build trust in digital channels.

The report reveals that acceptance of chatbots, which are increasingly used in customer service functions, is generally low in Europe: just 28% of British consumers are willing to interact with them online. However, consumers in other markets are even less open to them: less than a quarter (22%) of Australian consumers said they were happy to interact with AI.

Furthermore, a significant third (34%) of British consumers are not ready to embrace online-only customer service and say they need companies to offer the option of offline customer service.

54% of consumers completely object to connected devices monitoring their activities, even if it makes their life easier, such is the rising concern around privacy and data security. 

Kantar TNS surveyed 70,000 people across the globe, including 3000 in the UK, as part of the 2017 Connected Life study. The UK findings reveal that mistrust in brands and content online is prevalent, with just 17% of British consumers saying they trust the products from big global brands, one of the lowest scores in Europe. In contrast, consumers in emerging markets place much more trust in big brands, with 57% of Chinese consumers trusting the products from global brands.

Connected Life 2017 explored consumer trust in brands in four areas: Trust in technology, trust in content, trust in data and trust in ecommerce.

To view the global study in full, please visit this link.

Source : Kantar TNS

Editor's Notes

Kantar TNS is one of the world’s largest research agencies with experts in over 90 countries. With expertise in innovation, brand and communication, shopper activation and customer relationships they help clients identify, optimise and activate the moments that matter to drive growth for their business.

Connected Life is Kantar TNS’s annual study of digital behaviour, conducting quantitative interviews with 70,000 consumers across 56 countries and over 100 qualitative interviews across 12 countries. Fieldwork was conducted from May – August 2017. Study content includes: media consumption, device infrastructure, digital activities, purchase (online and offline), respondent profiles, brand engagement touchpoints, drivers of eCommerce, deep dive into social networks, and attitudes to brands and technology.

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