An EffectiveUI study conducted by Harris Interactive reveals that 87 percent of people leave with a negative perception of a brand after a frustrating digital experience. Only 15 percent of people think technology – including mobile devices, smartphones, tablets, etc. – has made their life more complicated, according to a study conducted by Harris Interactive among more than 2,000 U.S. adults in October 2013 and commissioned by EffectiveUI. But while technology and quick access to information is making life easier, people also say that the digital experience is becoming more frustrating. For more information from the study, see http://www.effectiveui.com/newsroom/press-releases/11-05-2013-Study-Finds-People-are-Frustrated-with-Digital-Experiences- Walk-Away-with-Negative-Brand-Perception.php

1. Frustrating
Digital Experiences
Lead to Negative
Brand Perception
While technology and quick access to information is making life
easier, people also say that the digital experience is becoming
more frustrating.
85
%
neutral / less
complicated
Only 15 percent of people think technology has made their life
more complicated.
USABILITY PROBLEMS LEAD TO FRUSTRATION
93
%
have been
frustrated with websites
72
Frustration level
23
%
Frustration level
%
25
mobile device owners
have been frustrated
with apps
of the time
%
of the time
PEOPLE SAY THEY WANT EASIER DIGITAL EXPERIENCES
On average, people would do more of the following activities if they were easier.
13
%
more handling
of insurance
needs
This
12
%
more shopping
9
%
more banking
9
%
more watching
television
shows
7
6
%
%
more communicating
with friends &
family
more reading
frustration has huge implications on a brand.
BRAND
PERCEPTION
87
%
87 percent of people say that a frustrating digital experience leads to at least a somewhat
negative perception about that brand.
Survey Methodology
This survey was conducted online within the United States by Harris Interactive on behalf of
EffectiveUI from October 28-30, 2013 among 2,016 adults ages 18 and older. This online
survey is not based on a probability sample and therefore no estimate of theoretical sampling
error can be calculated. For complete survey methodology, including weighting variables,
please contact Jill Petersen, 206-683-5225.