Data Tracker: Consumers want speed and simplicity from digital transactions

Women seek more explicit communication, while men demand more relevant information

Consumers want speed and simplicity from their digital transactions. Many abandon their purchase journeys at the slightest discomfort, this consumer drop-off is referred to as 'friction'.  The Zero Friction Future Report 2018 by KPMG and Nielsen commissioned by Facebook is a collection of white papers on the subject and looks at some of the big reasons for ‘friction’ and at ways to tackle the problem. Sandeep Bhushan, director, Facebook India and South Asia, said “Consumers journeys are quite complex today. Mobile plays a key role at every step in their customer's purchase cycle while researching for information and buying. But