Opportunity knocks for Europe’s digital consumer: Digital trends show big gains and new opportunities

Despite still high digital adoption rates, our latest Digital Sentiment Survey finds that consumers are uncertain about the future. But clear opportunities for digital growth exist for companies that know where to look.
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When COVID-19 was at its peak, digital was the only option for Europe’s consumers to get their necessities. But with the worst of the pandemic over, Europe’s consumers are not only venturing more into the analog world but also asking more from the digital world. Companies need to pay heed, especially as new concerns stemming from economic and geopolitical uncertainties create more unease among consumers, businesses, and governments alike.

Our third annual Digital Sentiment Survey in Europe 1 found that, despite some expected growth in offline activity following the end of COVID-19-related quarantines, digital adoption remains strong. But with uncertainty increasing, companies need to focus on becoming more digital, a capability that past experience has shown leads to greater resilience by opening new markets, improving efficiency, and enhancing decision making. These uncertainties are underscoring a need to double down on three key areas of digital opportunity that our survey revealed: user experience, mobile, and revenue-generating interactions.

This year’s survey also brings a strong message: companies need to invest differently in digital offerings. While IT investment has surged the past two years to enable growth in digital adoption, these investments were not fully directed at the areas consumers themselves value most today. The nine exhibits that follow tell the story behind the trends and how companies can act.

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