U.K. Ranks Sixth in Global Digital Engagement Study

Summary:
Driven by extensive access to high-speed broadband and advanced mobile networks, the U.K. ranks sixth among 11 surveyed countries in digital engagement, according to PYMNTS Intelligence’s "How the World Does Digital" report. The U.K. showcases high digital activity, with widespread use of video streaming, online banking, mobile gaming, and social media. Nearly universal smartphone ownership and significant use of debit and credit cards are noted. Gen Z leads in digital engagement, followed by millennials, Gen X, and baby boomers, with high-income earners showing the most activity.
The report highlights that 40% of U.K. consumers are "digital enthusiasts," surpassing the U.S. and Mexico. However, there’s a notable disconnect between consumer expectations and retailer offerings, particularly in flexible payment options and loyalty rewards. Despite stagnant job growth in the digital sector, the incoming Labour government, with Peter Kyle as the new Secretary of State for Science, Innovation, and Technology, aims to enhance the digital economy through initiatives like open banking and digital currencies.
To capitalize on its digital infrastructure, U.K. retailers need to improve features like flexible payments and user-friendly loyalty programs to meet the demands of a digitally engaged population.