The research, by marketing and communications services business UBM, also revealed that 73% of people said that a lack of joined-up service (e.g. between online/ store/ call centre) was a key bugbear. 

Findings suggested that UK consumers are ‘hesitant’ to allow brands to access their online data for product recommendations and promotions, but are enthusiastic about receiving marketing offers from brands. Key offers were found to be discount codes ( 80%), free delivery ( 73%) and early access to sales and special promotions ( 25%). Seventeen per cent said they were happy to receive personalised offers on goods. 

When it comes to shopping in-store, 74% said they preferred to use in-store technology, and 26% said they would prefer to use their own devices, such as smartphones, to access information and make purchases via either in-store WiFi or mobile data. 

“The lessons to be learned from this survey are that there’s no one-size fits all solution; brands need to be in tune with who their customers are in order to deliver the right solution to that demographic,” said Rebecca Slater, brand manager for UBM.