Americans are more positive about their online experiences this year vs. last–but brands are vulnerable as frustrations and price sensitivity abound

FullStory, the leader in Digital Experience Intelligence (DXI), today released the results of its second annual Digital Experience Consumer Survey. The study finds that consumers, who shifted to digital in record numbers during the pandemic, are now transacting online less frequently and changing their behavior in a wide variety of ways in light of inflation.

Nearly two-thirds (64%) of Americans report that they have cut back on purchases, and a majority (51%) are researching online more carefully before they buy. Despite fewer digital interactions, frustrations remain prevalent. The majority of survey respondents (55%) have experienced a digital issue or glitch in the past six months, threatening sentiment and sales. Three in four consumers (75%) are likely to abandon a transaction when they experience a digital experience issue, highlighting the ability of a glitch or bug to quickly unravel hard-won brand preference and loyalty.

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“Brands need to support consumers in making more considered purchases–and they have fewer chances to get it right today versus just a few months ago,” said Kirsten Newbold-Knipp, CMO of FullStory. “With market dynamics in flux, digital experience success depends on paying close attention to actual consumer behavior in real time, questioning assumptions, and addressing the unknown unknowns in order to drive engagement and sales.”

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