What Matters Most to Online Shoppers this Holiday Season

With the holiday season around the corner, Cisco AppDynamics has revealed the importance online shoppers are attaching to seamless digital experiences as they hunt down great deals during the holiday period.

Consumers have come to rely on applications and digital services for almost every aspect of their lives and they’ve now become far more discerning about what makes an incredible digital experience. 78 percent of consumers regard the experience they get when using a shopping app as equally important as the deals on offer during seasonal sales and key shopping dates such as Black Friday, Cyber Monday, or Singles Day.

While 73 percent claim it doesn’t matter how good the deals are that retailers offer, there is still no excuse for poor online shopping experiences.

The findings serve as a timely reminder for retailers about the importance of application availability and performance at a time when they are looking to take advantage of heightened demand during what is, by far and away, the busiest time of year for most brands.

While it is now common for online shoppers to wait until key shopping dates and holiday season sales to take advantage of discounts and low-cost deals, the stakes are raised in the current environment, where so many people are facing financial pressures. As many as 95 percent of consumers state that it is more important for them to find great deals and low prices this year due to rising costs of living and the uncertain economic outlook.

Whether buying gifts for family and friends, food and beverages for holiday celebrations or household essentials, consumers are determined to find the lowest possible prices over the coming weeks. But alongside these great deals, people also want world-class digital experiences.

The research, conducted amongst more than 12,000 consumers in 12 countries, highlights how consumer expectations for digital experience are even higher than usual. 95 percent of people state that it is important that apps and digital services provide a fast and seamless experience without any delays or disruption.

Retail leaders will be eager to take advantage of heightened consumer demand during the holiday period, ahead of what is likely to be a challenging year ahead. But they must recognize that low prices on their own aren’t enough to drive success. Only by combining great deals with seamless digital experiences will they be in a position to win new customers and drive sales.