Digitally disadvantaged consumers are at much higher risk of loyalty penalties
“Digital services are revolutionising many areas of our lives. They provide new products, more choice and tailored experiences for consumers, and can reduce operational costs for businesses. But in a world where services are increasingly delivered digitally, people who are digitally disadvantaged can struggle to participate.”*
Our research has found that digitally disadvantaged consumers are at much higher risk of loyalty penalties, while the offline services they rely on are getting worse. Over time these consumers risk being left behind by changes in the market.
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