NEW YORK — A whopping 54 percent of consumers would stop using a brand after just one bad experience, with millennials being the most likely to cut the cord (57%).
A recent poll of 2,000 U.S. adults found inconsistent or obsolete online product information is the No. 1 deal-breaker (24%) for consumers who “break up” with a brand they use. However, half the poll (51%) also say a great online or social media experience, such as fast replies to their questions, funny posts, and detailed how-to videos, would convince them to give the brand another try.
Two-thirds would be willing to switch brands if their initial experience with a new one is a cut above, according to the survey conducted by OnePoll on behalf of Propel Software. In fact, 58 percent have recently switched from a brand they used to love to its competitor. Almost half (47%) were enticed by an enhanced product experience, such as the availability of accessories, a better online community, or how-to videos.
Electronics see the fiercest brand competition
Of the items people were most willing to switch brands on, smartphones top the list at 37 percent, with TVs and kitchen appliances (36%) and cars (35%) following closely behind. Forty-seven percent of consumers were drawn in by the competitor brand taking a similar stance on issues that are meaningful to them, such as workforce diversity or environmental compliance.
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