Chapters
The connected customer experience
CX defines brand success for consumers today
Download Reports by Region
The 25% of consumers who are more connected to others feel the benefits across many areas of their lives. They’re typically happier, experiencing better mental health and improved fitness. And they have more patience and empathy for others.
While both groups of consumers reported surging anxiety, there was a less dramatic increase among those who felt more connected. Overall, this group is experiencing better mental and physical health now than before the pandemic.
Globally, two-thirds of consumers connect with others using social media and messaging apps. Social media is more popular in Latin America than in other regions—five out of six people in that region say they're "highly connected." They also spend more time playing games, watching videos and chatting online.
In the Asia-Pacific region, consumers spend more time on shopping and health and fitness apps, relative to other regions. With fewer overall COVID-19 cases, the region is looking at travel and leisure apps as travel restrictions ease. News and weather apps are popular in Europe.
Consumers in Latin America are more connected (both in general and on social media), empathetic and patient than all the other regions.
They are also happier, fitter and have better mental health overall compared to consumers
in the US and Europe.
US consumers are more anxious than those in all the other regions. Some 44% of US consumers reported being more anxious, compared to 40% of those in Latin America, 35% in Europe and 34% in Asia-Pacific.
In Asia-Pacific, consumers are more connected to others and more patient than those in the US and Europe, as well as being happier and fitter.