55 per cent of UK adults will interact with brands more through digital and virtual channels than face-to-face post-pandemic, according to new research.

A global study from Nuance, which surveyed 10,000 adults across the US, UK, Australia, Germany, France, Belgium, the Netherlands, Sweden, Italy, Spain and Mexico, also found that over half of UK respondents would rather use apps or a company’s website than go into a physical branch or store to complete tasks such as shopping and banking.

When communicating with brands, over one in four (26 per cent) UK adults said they still preferred in-person visits or phone (13 per cent), 42 per cent choose digital channels including email, live-chat and chat-bots.

Convenience (51 per cent) and speed (36 per cent) were the most common drivers for choosing a preferred method of communication, with speaking to a ‘real’ human (26 per cent) trailing.

“With convenience, speed, and ultimately getting the job done prevailing as clear priorities for buyers, organisations such as retailers, banks, and utilities companies must develop strategies for delivering consistently efficient and effective digital experiences,” said Seb Reeve, intelligent engagement market development at Nuance. “From slick and secure authentication processes to intuitive AI powered intelligent assistants, technology must be able to manage the personalised needs of customers while seamlessly bridging to human intervention when required at the right moment.”

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