Lithium Launches Study: Americans Torn Between Good Internet and Sex: Are Our Values Out of Wack?

Lithium Launches Inaugural Customer Expectations Survey. This study shows how online experiences are essential to American life.  Americans evenly split on whether to give up good sex or good Internet if forced to choose.

My POV: Are you kidding me? What happened to being human? Have we lost our way? Or is this the right way to go? The studies show that multi-tasking actually makes your brain overworked and foggy. Yet every single day we – I – do it. And this study is showing how we are valuing being connected online versus doing something that is so essential as part of basic life as we know the human experience. I’ve been part of the digital world for a long time, joining LinkedIn and YouTube in about 2006. I have been writing about the online customer experience for years. So I am as guilty and responsible as anyone as part of this evolution. But I wonder for my own personal life as well as those of my friends, family and colleagues — if we have gone too far and whether we are over connected?

There’s really no going back, but perhaps there is a balance. We got here, now. And so what are the next steps and where will this all take us? I think balance is key. But who decides what that balance is. If online customer experiences were more effective and efficient, perhaps we’d have more time to do basic human things- like relax, talk to people in person, enjoy a good afternoon at the pool, go on vacation and not look at email… But we have to be mindful about our choices. We have to wake-up and look at our lives and choices. And then make very, very important decisions as consumers / customers. We – customers – need to vote with our feet – and only buy from companies that provided a shared-value customer experience – which is being talked about at #LiNc conference #LiNc2014. That means an experience that provides value for both the customer and the company.

I know what you are thinking. Natalie, you’ve been writing about that very thing for 20 years. I guess I need to keep writing about it until more and more companies actually deliver on it. 

Brands needs to be aware that consumers are getting weary. How can they make the experience better so that they become a preferred destination and provider? If the customer gets too tired and weary, they won’t buy. They will put it off. So its never been more important to look at the online customer experience as a key to whether customers choose your business to interact with – and that will determine the customer lifetime value. And brands need to make sure that whatever PR and Marketing is promising, that Customer Service can deliver it. That is what Customer Experience is – that full customer lifecycle – that should be driving a continuos circle, repeated over and over and over… awareness, interest, consideration, purchase, loyalty, advocacy and referral and repeat continuously… 

The technology is now there that can deliver more than we have ever been able to provide. But does your company have the skills and human capital and leadership to deliver great next generation customer experiences? Here’s more on the study. I think you will find the results fascinating…

THE STUDY

The study has data from a survey conducted online on their behalf by Harris Poll in April among over 2,100 American adults who are online that sheds light on how the Internet may be changing the country’s expectations and behaviors. The survey covered a broad spectrum of online behaviors and attitudes, exposing what Americans want from their online experiences and the brands with which they do business online.

Some key findings of the study:

    • Americans overwhelmingly rely on the Web to research big purchases
      • 81% use an online source to research a big purchase
      • Two in three Americans (67%) use 2 or more online sources for their research
      • Nearly 1 in 10 (9%) of 18-34 year olds use 6 or more sources!
    • Two-thirds of Americans (67%) tend to call an “800” or toll free number for help as a last resort
    • Consumers are going online to request help on a product or service—and want responses fast
      • Almost 9 in 10 (87%) have ever requested help online
      • Two-thirds (66%) expect a same-day response to their online request
      • 43% expect a response within an hour
      • 14% expect a response in a lightning fast five minutes or less
    • People may be more likely to go online to praise than complain
      • 61% of Americans disagree that they are more likely to go online to complain about a product or service than to praise it
      • But younger Americans seem to complain at higher rates than older Americans
        • 35-44 year olds are more likely than those age 45+ to go online to complain than to praise (46% vs. 35%, respectively)
    • Americans give Internet a fundamental place in their lives–and are fairly evenly split on whether to give up good sex or good Internet if forced to choose
      • 48% of Americans would give up good sex; 52% would give up good Internet
      • But age and gender seem to play a role in how Americans responded to this question
        • 57% of US women would give up good sex versus only 40% of US men who would do so
      • 57% of US women would give up good sex versus only 40% of US men who would do so

Lithium has created an infographic that summarizes the key findings from this survey. The infographic is available for download here.

This Lithium Customer Expectations Survey from Nielsen reflects similar research findings Lithium uncovered in a Millward Brown study last October regarding customer expectations unique to their Twitter experiences. A summary of that study is available online athttp://www.lithium.com/company/news-room/press-releases/2013/consumers-will-punish-brands-that-fail-to-respond-on-twitter-quickly

Connect with me on Twitter at @DrNatalie and let me know what you think!
Skype: drnatalie007 | LinkedIn | Google+

Catch my latest:
• Thoughts at www.DrNatalieNews.com 
• Upcoming book series: “7 Steps To Digital Customer Experience Mastery” (working title) 

SAVE THE DATE!
Constellation’s 4th Annual Connected Enterprise 
The Executive Innovation Conference | October 29th-31st

Half Moon Bay, CA | Ritz Carlton

 

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