Consumers demand brands to have more services on mobile apps: study

Four in 10 (40%) of consumers want to meet a real person.

Two in five consumers have asked brands to raise the number of services on mobile apps and increase human touch, a Qualtrics and SAP’s study showed.

More than three in 10 consumers in the Lion City urged brands to introduce seamless experience across digital services.

Despite these demands, generally, consumers in Singapore are more likely to give good feedback than negative.

When leaving feedback, almost 40% of consumers said they have recommended the company compared to more than two in 10 consumers who left a complaint.

The study also found that consumers leave their reviews at mobile apps, company websites and email. Social media pages and review sites are also popular platforms for leaving feedback but for complaints, they usually make a phone call.

The study polled more than 2,720 consumers aged 18 and above in Singapore from October to November 2022. Respondents need to have experiences with different brands before they are allowed in the survey.