One in three consumers instantly judges a brand if its site is down
- Published: Friday, 26 October 2018 08:26
New research from managed hosting company Hyve quantifies the reputational damage caused by website downtime. Over a third (36 percent) of UK shoppers say a non-functioning site immediately damages their opinion of a brand, causing perceptions of an ‘unprofessional’ and ‘poorly managed’ business.
The study of over 1,000 consumers found that website downtime has a significant impact on brand image and customer attitude.
If the website is down for a second time when a consumer visits, the consequences are even more serious. Eight out of 10 respondents said their brand perception would be damaged after a second unsuccessful visit.
According to the research, millennials are particularly unforgiving consumers. Well over half (57 percent) of this age group said site downtime causes immediate negative brand perceptions, compared to under a third of baby boomers and 18-24-year olds, respectively.
If a site is down a subsequent time, nine in 10 (88 percent) millennial consumers report perception damage, and a third (29 percent) would never visit the brand’s site again. With millennials predicted to have the most buying power of any generation by 2020, these findings have considerable implications.
The study also outlined the extent to which targeted remarketing efforts can help repair consumer trust in this situation. Over half (55 percent) of consumers said they could be won back if offered a special deal or discount as an apology. However, businesses should note that these attempts are lost on almost a fifth of shoppers (18 percent), who said they’d still avoid a brand online, regardless of the rewards offered.
Finally, respondents from high-income households are much less understanding of a faulty website than their low-income counterparts. Two thirds (63 percent) of consumers from households with an annual income of over £100,000 said just one site fault damaged their brand perception, and 18 percent would not return to the site. This compares with under a quarter (24 percent) of those earning up to £25,000 – a tiny 1 percent of which would never return.
Commissioned research took place from October 3rd-4th 2018 amongst a nationally representative sample of 1,002 people.