Nearly three quarters (71%) of online consumers expect to be able to access help within five minutes, and nearly half (48%) will take their business elsewhere unless this help arrives within the expected timeframe.
This is just one of the stark findings of a new report into the online shopping market, Connecting with Customers, commissioned by customer connection specialist LivePerson.
Surveying over 5,700 online consumers from the UK, US, Australia, France, Germany and Italy, the study identifies how changes in consumer behaviour are leading to a gap between the expectation of online service levels and the reality of what organisations are able to deliver.
It reveals three distinct levels of consumers, in the UK 27% are dependent shoppers (UK 27%), actively requiring additional help; 54% are semi-dependent shoppers, who are largely self-sufficient; and 19% are self-sufficient shoppers, who view themselves as advisers.
Of all the countries surveyed, Italy has significantly more dependent shoppers than any other at 46%, while Australia has the least number of self-sufficient shoppers at 10%.
While more consumers are happier seeking out help in-store than online, 83% admit that they need some form of support during their online journey.
In fact, 51% of global users will give up immediately or after just one attempt to seek help before an online purchase is abandoned. German (57%), UK (55%) and Australian (54%) consumers were the most likely to give up, while the Italians (36%) and French (49%) showed the most perseverance.
Immediate and real-time access to information everywhere and anywhere is fuelling a change in how customers make purchases, with nearly 40% now spending as much online as they do in-store. The UK on 47% is only second to Germany (53%) in spending the most online.
LivePerson international marketing director Tony Heyworth said: “There seems to be a perception among consumers and businesses that the web is a self-service environment. But the reality is that online consumers expect and need to find the same levels of help and customer service as they would in a physical store.
“One things for sure, there are a growing number of consumers out there, screaming at their computer, smartphone or tablet that often feel they have no option but to give up in frustration, abandon their purchase and hop to another website.
“To retain customers and really improve customer loyalty, online businesses need to be able to identify the levels and type of help that consumers require, based on their behaviour, and respond accordingly.”
