Driven by widespread access to high-speed broadband and advanced mobile networks, the UK has a population deeply engaged in the digital world. From video streaming at the forefront, to online banking, mobile gaming, messaging and social media following closely behind, the UK is thriving in a connected landscape.
As a result of its digital performance in the report,How does the digital world work?According to the report, the UK ranks sixth out of 11 countries surveyed, including its European neighbours Italy, Spain, France, Germany and the Netherlands.
The report highlights the digital habits of 817 million consumers in these countries. It provides a fascinating overview of digital engagement and analyzes consumer behavior in 11 key areas, such as banking, shopping, communications, and entertainment.
As the report shows, almost everyone in the UK has access to high-speed internet (95.9% by 2022) and advanced mobile networks (almost all with access to 4G and 68% with access to 5G by 2022). Smartphone ownership is almost universal among adults, while the majority (95.5%) of UK adults use debit cards, with 62.1% using credit cards.
More than half of the UK population use video streaming, mobile banking, social media (passively), messaging, mobile gaming and music streaming at least once a week.
In line with weekly engagement data, live video streaming (16.6 days) leads the way for the highest average number of active days per month. Passive social media (15.3 days), messaging (13.6 days), mobile banking (13.6 days) and mobile gaming (12.9 days) complete the top five monthly activities. The data highlights the different ways in which UK residents are integrating digital tools into their daily lives, both for entertainment and for practical needs such as work and finances.
Gen Z leads the group with the highest level of digital engagement (427 days of activity), followed by millennials (358 days), Gen X (247 days), and baby boomers (146 days). High-income people show the most digital activity (295 days) compared to middle-income people (275 days) and low-income people (252 days).
Great idea 40% of UK consumers Consumers categorize themselves as “digital enthusiasts,” outperforming global peers like the U.S. (36%) and Mexico (33%). This translates into a strong preference for digitally enhanced shopping experiences. Despite consumers’ enthusiasm, there’s still a troubling disconnect between their expectations for digital shopping and what retailers are offering, according to Business Insider. PYMNTS Research.
A study conducted by PYMNTS IntelligenceIn partnership with Visa Acceptance Solutions, we have uncovered a major gap in the UK retail landscape. While 92% of online shoppers are satisfied, 27% of merchants lack features such as flexible payment options and loyalty rewards. Additionally, existing features can be difficult for customers to use. This disconnect presents an excellent opportunity for UK retailers to bridge the gap and better engage with their growing digital customer base.
Despite stagnant digital job growth (just 0.3% last year, the slowest since 2012), the new Labour government recognises the importance of a thriving digital economy. The newly appointed Secretary of State for Science, Innovation and Technology, Peter Kyle, has committed to unlocking the UK’s full digital potential. This includes initiatives such as promoting open banking and exploring innovative financial technologies such as central bank digital currencies.
The UK has a strong foundation for digital growth, with widespread access to high-speed internet and advanced mobile networks. However, to capitalize on this advantage, retailers must implement features such as flexible payment options and easy-to-use loyalty programs. At this point, UK retailers can position themselves to thrive in an ever-evolving digital landscape.
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