Half of consumers don't know which brands to trust

The Customer Engagement 2017 study, launching today, also revealed that 55% of consumers tend to use the same brands, shops, and websites without looking for alternatives. 

However, the vast majority ( 81%) of people say they are willing to spend time researching products to get the best deals. Almost three quarters ( 72%) of respondents wanted loyalty offers to relate more closely to what they actually like (up from 62% in the equivalent 2016 study). 

Meanwhile 30% said that receiving discounts as very effective in encouraging them to share personal information with brands. 

"The introduction of new technology could well become a bridge to help brands increase their emotional connection with consumers in what is becoming a very non-personal world," said Scott Logie, chair of the DMA customer engagement committee. 

"The appetite from consumers for new ways to engage appears to be increasing, but we'll have to wait and see if this interest transitions into usage in the coming years."