1、DATA SNAPSHOTDATA SNAPSHOTThe Humanized Digital Experience RatingsBruce Temkin,CCXP,XMPHead of Qualtrics XM InstituteJames Scutt,XMPXM CatalystTalia QuaadgrasResearch Program ManagerDecember Copyright 2023 Qualtrics.All rights reserved.KEY FINDINGS IN THIS REPORTKEY FINDINGS IN THIS REPORTAs part of

2、 Qualtrics XM Institutes annual US consumer study,we asked 10,000 consumers to evaluate their recent digital experiences.Consumers shared whether they had a digital interaction within the previous 30 days with any of 10 industries.They shared which access method they used mobile website,computer web

3、site,or mobile app and then rated that experience across five components of a humanized digital experience:understandable,confidence-building,personalized,navigable,and human.From our analysis,we found that:+Mobile apps deliver the best digital experiences.Across all industries,consumers gave the hi

4、ghest composite Humanized Digital Experience rating to mobile apps,with an average of 80%.In fact,mobile apps received the highest composite rating in every single industry,with the greatest gap(11 percentage points)between mobile app and computer/mobile website experiences with the federal governme

5、nt.+Organizations struggle to create digital experiences that provide humanity and personalization.When evaluating their digital experiences,across all industries and access methods,consumers were least likely to agree that the organization treated me like a human being(71%)and the experience was pe

6、rsonalized to my needs(73%).+The Food Takeout/Delivery and Retail industries provide the most consistent digital experiences.Across all ten industries surveyed,the food takeout/delivery and retail industries have the smallest gaps between the experiences delivered across the three access methods,at

7、just 3 and 4 percentage points,respectively.Consumers also least frequently reported problems with their digital retail experience,at a rate of just 7%.+Users report the worst experience with mobile websites.Of the three access methods,users gave the lowest Humanized Digital Experience ratings to mo

8、bile websites(73%).They also reported experiencing problems most frequently with this access method(17%),and just 46%agreed that it was easy to access the support they needed to resolve that problem.Executive SummarySTUDY KEY FACTSSTUDY KEY FACTS 10,000 US consumers Online panel study Conducted in Q

9、3 of 2023 10 industries 3 digital access Copyright 2023 Qualtrics.All rights reserved.STUDY OVERVIEW STUDY OVERVIEW The data for this report comes from a U.S.consumer study that Qualtrics XM Institute conducted in the third quarter of 2023.Using an online survey,XM Institute collected data from 10,0

10、00 consumers within the United States of America.To ensure that the data was reflective of the population within those countries,we set quotas for responses to match the gender,age,ethnicity,geographical region,and income according to the latest available U.S.Census.The Humanized Digital Experience

11、RatingsFIGURES IN THE REPORTFIGURES IN THE REPORT1.5 Components of a Humanized Digital Experience2.Humanized Digital Experience:by Industry and Access Method3.Humanized Digital Experience:by Component4.Humanized Digital Experience:Banking5.Humanized Digital Experience:Retail6.Humanized Digital Exper

12、ience:Health Insurance7.Humanized Digital Experience:Fast Food8.Humanized Digital Experience:Streaming Media9.Humanized Digital Experience:Airline10.Humanized Digital Experience:Food Takeout&Delivery11.Humanized Digital Experience:Grocery12.Humanized Digital Experience:Rideshare13.Humanized Digital

13、Experience:Federal Government14.Digital Experience Problem RatesMCopyright 2023 Qualtrics.All rights reserved.5 Components of a Humanized Digital ECopyright 2023 Qualtrics.All rights reserved.The Humanized Digital Experience Rating is Based on Five Components of a Digital ExperienceUNDERSTANDABLEIt

14、was easy to understand the information provided.CONFIDENCE-BUILDINGI felt confident that I was on the right track throughout the interaction.PERSONALIZEDThe experience was personalized to my needs.NAVIGABLEThere was an immediate and obvious pathway for me to complete my goal.HUMANThe organization tr

15、eated me like a human being.HUMANIZED DIGITAL EXPERIENCE COMPOSITE RATING:(%Understandable+%Confidence-Building+%Personalized+%Navigable+%Human)5=Humanized Digital Experience Composite Rating Humanized Digital Experience Composite Rating Consumers rated each component statement according to the foll

16、owing 5-point scale:5Strongly agree4Somewhat agree3Neither agree nor disagree2Somewhat disagree1Strongly disagree%Somewhat agree+%Strongly agree=Component RatingThese charts show the Humanized Digital Composite Rating for each industry/access method.ABOUTABOUTHumanized Digital Experience:by Industry

17、 and Access MethodHow Consumers Rate their Digital Experience for Humanization:by Industry(Humanized Digital Experience Composite Rating)Base:10,000 US consumersSource:Qualtrics XM Institute Q3 2023 US Consumer SCopyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS+Digital rideshare,banking,and

18、 retail experiences received the highest composite ratings(81%)across the ten industries surveyed,while digital experiences with the federal government received the lowest rating(64%).+Consumers rated their digital experiences through organizations mobile apps most highly,at 80%.Mobile website digit

19、al experiences ranked lowest,at 73%.64%72%75%76%77%78%79%81%81%81%Federal governmentHealth insuranceFast foodStreaming mediaGroceryAirlineFood takeout and deliveryRetailBankingRideshare73%76%80%Mobile WebsiteComputer WebsiteMobile AppHow Consumers Rate their Digital Experience for Humanization:by Ac

20、cess Method(Humanized Digital Experience Composite Rating)This chart show how consumers rated each component across all industries/access methods.ABOUTABOUTHumanized Digital Experience:by ComponentHumanized Digital Experience Composite Ratings:by Component(Aggregate across all industries)Base:10,000

21、 US consumersSource:Qualtrics XM Institute Q3 2023 US Consumer SCopyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS+Across all industries and access methods,83%of digital consumers agreed that it was easy to understand the information provided,the highest rating of the five components.+Digita

22、l consumers had the least propensity to agree that the organization treated them like a human being(71%),followed by the Personalized component at 73%.39%39%45%46%50%33%33%34%35%33%22%20%14%13%12%7%7%7%6%UnderstandableConfidence-BuildingNavigablePersonalizedHumanStrongly agreeSomewhat agreeNeither a

23、gree nor disagreeSomewhat/Strongly disagreeThis chart shows how digital banking consumers rated each of the five components and the composite Humanized Digital Experience rating they provided according to their access method.ABOUTABOUTHumanized Digital Experience:BankingTo what degree do you agree o

24、r disagree with each statement:Banking(Percent agree or strongly agree)Copyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS+Overall,banking consumers provided a similar composite rating for computer websites and mobile apps(82%),and rated banks mobile website experience lowest(74%).+Across all

25、 statements,banking consumers most frequently agreed that it was easy to understand the information provided for all access methods.+Those who used a banks mobile website and mobile app rated the Human component lowest.Personalized rated lowest for those who used a computer website.UnderstandableCon

26、fidence-BuildingPersonalizedNavigableHumanCompositeComputer websiteMobile appMobile website82%76%84%77%87%88%74%68%75%70%78%79%82%72%87%71%89%90%Base:10,000 US consumersSource:Qualtrics XM Institute Q3 2023 US Consumer StudyThis chart shows how digital retail consumers rated each of the five compone

27、nts and the composite Humanized Digital Experience rating they provided according to their access method.ABOUTABOUTHumanized Digital Experience:RetailTo what degree do you agree or disagree with each statement:Retail(Percent agree or strongly agree)Copyright 2023 Qualtrics.All rights reserved.KEY TA

28、KEAWAYS+Overall,retail consumers gave the highest composite rating to mobile app retail experiences(83%),and the worst rating to computer websites(79%).+Across all statements,retail consumers most frequently agreed that it was easy to understand the information provided for all access methods.+Those

29、 who used a retailers computer website and mobile app rated the Personalized component lowest.Human rated lowest for those who used a mobile website.UnderstandableConfidence-BuildingPersonalizedNavigableHumanCompositeComputer websiteMobile appMobile website83%77%86%77%87%88%80%73%79%75%85%89%79%70%8

30、5%68%86%87%Base:10,000 US consumersSource:Qualtrics XM Institute Q3 2023 US Consumer StudyThis chart shows how digital health insurance consumers rated each of the five components and the composite Humanized Digital Experience rating they provided according to their access method.ABOUTABOUTHumanized

31、 Digital Experience:Health InsuranceTo what degree do you agree or disagree with each statement:Health Insurance(Percent agree or strongly agree)Copyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS+Overall,members gave the highest composite rating to mobile app health insurance experiences(76%

32、),and the worst rating to mobile websites(70%).+Health insurance members least frequently agreed that the experience was personalized to their needs,with an average rating of 69%.+Of the five components,Human has the largest gap between the three digital channels,with 8 percentage points between mob

33、ile app and mobile website experiences.Computer websiteMobile appMobile website76%77%73%74%77%78%70%69%70%68%73%71%72%69%74%66%75%76%Base:10,000 US consumersSource:Qualtrics XM Institute Q3 2023 US Consumer StudyUnderstandableConfidence-BuildingPersonalizedNavigableHumanCompositeThis chart shows how

34、 digital fast food consumers rated each of the five components and the composite Humanized Digital Experience rating they provided according to their access method.ABOUTABOUTHumanized Digital Experience:Fast Food To what degree do you agree or disagree with each statement:Fast Food(Percent agree or

35、strongly agree)Copyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS+Overall,fast food customers gave the highest composite rating to mobile app fast food experiences(78%),and the worst rating to computer websites(68%).+Fast food customers least frequently agreed that the organization treated m

36、e like a human being,with an average rating of 68%.+Of the five components,Personalized and Understandable have the largest gap between the three digital channels,with 11 percentage points between mobile app and computer website experiences.Computer websiteMobile appMobile website78%73%79%74%81%83%7

37、1%67%69%67%73%76%68%63%72%63%71%72%Base:10,000 US consumersSource:Qualtrics XM Institute Q3 2023 US Consumer StudyUnderstandableConfidence-BuildingPersonalizedNavigableHumanCompositeThis chart shows how digital streaming media consumers rated each of the five components and the composite Humanized D

38、igital Experience rating they provided according to their access method.ABOUTABOUTHumanized Digital Experience:Streaming MediaTo what degree do you agree or disagree with each statement:Streaming Media(Percent agree or strongly agree)Copyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS+Overall

39、,consumers gave the highest composite rating to mobile app streaming media experiences(78%),and the worst rating to mobile websites(72%).+Streaming media consumers least frequently agreed that the organization treated me like a human being,with an average rating of 67%.+Of the five components,Confid

40、ence-Building had the largest gap between the three digital channels,with 11 percentage points between computer website and mobile website experiences.Computer websiteMobile appMobile website78%69%77%76%81%85%72%67%69%72%73%78%75%64%78%67%84%83%Base:10,000 US consumersSource:Qualtrics XM Institute Q

41、3 2023 US Consumer StudyUnderstandableConfidence-BuildingPersonalizedNavigableHumanCompositeThis chart shows how digital airline consumers rated each of the five components and the composite Humanized Digital Experience rating they provided according to their access method.ABOUTABOUTHumanized Digita

42、l Experience:AirlineTo what degree do you agree or disagree with each statement:Airline(Percent agree or strongly agree)Copyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS+Overall,consumers gave the highest composite rating to mobile app airline experiences(81%),and the worst rating to mobile

43、 websites(73%).+Streaming media consumers least frequently agreed that the experience was personalized to their needs,with an average rating of 72%.+Of the five components,Human had the largest gap between the three digital channels,with 11 percentage points between mobile app and mobile website exp

44、eriences.Computer websiteMobile appMobile website81%78%81%77%83%86%73%67%72%69%75%79%79%73%82%72%83%83%Base:10,000 US consumersSource:Qualtrics XM Institute Q3 2023 US Consumer StudyUnderstandableConfidence-BuildingPersonalizedNavigableHumanCompositeThis chart shows how digital food takeout&delivery

45、 consumers rated each of the five components and the composite Humanized Digital Experience rating they provided according to their access method.ABOUTABOUTHumanized Digital Experience:Food Takeout&DeliveryTo what degree do you agree or disagree with each statement:Food Takeout&Delivery(Percent agre

46、e or strongly agree)Copyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS+Overall,consumers gave the highest composite rating to mobile app food takeout and delivery experiences(80%),and the worst rating to mobile websites(77%).+Food takeout and delivery consumers least frequently agreed that t

47、he organization treated me like a human being,with an average rating of 75%,and had the highest propensity to agree that it was easy to understand the information provided.Computer websiteMobile appMobile website80%75%80%76%83%85%77%74%77%75%80%81%78%75%81%74%81%81%Base:10,000 US consumersSource:Qua

48、ltrics XM Institute Q3 2023 US Consumer StudyUnderstandableConfidence-BuildingPersonalizedNavigableHumanCompositeThis chart shows how digital grocery consumers rated each of the five components and the composite Humanized Digital Experience rating they provided according to their access method.ABOUT

49、ABOUTHumanized Digital Experience:GroceryTo what degree do you agree or disagree with each statement:Grocery(Percent agree or strongly agree)Copyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS+Overall,consumers gave the highest composite rating to mobile app grocery experiences(81%),and simil

50、arly low ratings to both computer and mobile websites(72%).+Grocery consumers least frequently agreed that the organization treated me like a human being,with an average rating of 69%.+Of the five components,Personalized had the largest gap between the three digital channels,with 14 percentage point

51、s between computer website and mobile app experiences.Computer websiteMobile appMobile website81%76%82%80%84%84%72%66%71%71%75%76%72%64%77%66%77%78%Base:10,000 US consumersSource:Qualtrics XM Institute Q3 2023 US Consumer StudyUnderstandableConfidence-BuildingPersonalizedNavigableHumanCompositeThis

52、chart shows how digital rideshare consumers rated each of the five components and the composite Humanized Digital Experience rating they provided according to their access method.ABOUTABOUTHumanized Digital Experience:RideshareTo what degree do you agree or disagree with each statement:Rideshare(Per

53、cent agree or strongly agree)Copyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS+Overall,users gave a higher rating to mobile app rideshare experiences(84%),and a lower rating to mobile website experiences(74%).+Rideshare users least frequently agreed that the organization treated me like a h

54、uman being,with an average rating of 75%.These elements also had the largest gap between the two access methods,at 14 percentage points.+There was not enough data collected to measure users computer website rideshare experiences.Computer websiteMobile appMobile website84%82%84%81%85%88%74%68%79%74%7

55、5%75%Base:10,000 US consumersSource:Qualtrics XM Institute Q3 2023 US Consumer StudyUnderstandableConfidence-BuildingPersonalizedNavigableHumanCompositeThis chart shows how digital federal government consumers rated each of the five components and the composite Humanized Digital Experience rating th

56、ey provided according to their access method.ABOUTABOUTHumanized Digital Experience:Federal GovernmentTo what degree do you agree or disagree with each statement:Federal Government(Percent agree or strongly agree)Copyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS+Overall,users gave the highe

57、st composite rating to federal government mobile app experiences(73%),and similarly low ratings to computer websites(62%).+Federal government digital users least frequently agreed that the organization treated me like a human being,with an average rating of 63%.+Of the five components,Personalized h

58、ad the largest gap between the three digital channels,with 19 percentage points between mobile app and computer website experiences.Computer websiteMobile appMobile website73%72%66%73%80%74%63%61%63%64%62%67%62%56%64%54%68%67%Base:10,000 US consumersSource:Qualtrics XM Institute Q3 2023 US Consumer

59、StudyUnderstandableConfidence-BuildingPersonalizedNavigableHumanCompositeThese charts show the percentage of consumers that said they had a problem with their digital experience with each industry/access method,as well as the percentage that considered it easy to access the support they needed to re

60、solve that problem with the respective industry/access method.ABOUTABOUTDigital Experience Problem RatesDigital Problem RCopyright 2023 Qualtrics.All rights reserved.KEY TAKEAWAYS+Thirty-one percent of consumers reported encountering problems during their digital experience with the federal governme

61、nt,the highest digital problem rate.Retailers had the lowest problem rate,at 7%.+Of those who had a problem with their digital grocery experience,just 56%agreed that it was easy to access the support they needed to resolve that problem,the highest rate across 9 industries.+Consumers found the most p

62、roblems with mobile websites(17%)and had the easiest time resolving digital problems with mobile apps(58%).7%9%9%13%15%16%17%18%20%31%RetailStreaming mediaBankingGroceryFast foodRideshareFood takeout and deliveryHealth insuranceAirlineFederal government9%13%17%Computer WebsiteMobile AppMobile Websit

63、e(by Access Method)It was easy to access the support I needed to resolve that problem(Percent agree or strongly agree)45%47%45%56%51%54%46%53%40%34%58%46%N/A not enough data(by Industry)Base:10,000 US consumersSource:Qualtrics XM Institute Q3 2023 US Consumer StudyAUTHORSAUTHORSBruce Temkin,CCXP,XMP

64、 Head of Qualtrics XM InstituteJames Scutt,XMP XM CatalystTalia Quaadgras Research Program ManagerPUBLICATION DATEPUBLICATION DATEDecember 2023MethodologyDATA CALCULATIONDATA CALCULATIONThe charts in Figure 2 show the Humanized Digital Experience composite rating for each industry/access method.This

65、 is calculated by taking the rating(%strongly agree+%somewhat agree)for each component for all the responses to each industry/access method and averaging those five component percentages together(See Figure 1 for more details).Figure 3 was calculated by taking the total number of responses at each s

66、cale point for each component and dividing it by the total number of responses to each question.Figures 4 13 were calculated by finding the component ratings for each access method within the respective industry,and then averaging the five component ratings for each access method together to derive

67、the composite ratings.Figure 14 was calculated by taking the number of responses reporting a problem(Did you encounter any problems yes/no)with their digital experience with an industry/access method and dividing that by the total number of responses for each access method/industry.For the charts on the right,we took the total number for each industry/access method that somewhat or strongly agree that it was easy to access the support I needed to resolve that problem and divided it by the number of reported problems for each industry/access Copyright 2023 Qualtrics.All rights reserved.