UK consumers are becoming more impatient, according to The Instant Gratification Nation – a report released by global media agency Fetch and global research firm YouGov last month.
Some 34% of over-55s are less patient today than they were five years ago, a figure that rises to 52% among millennials (aged 18 to 24). The research blamed the spike in impatience on consumers' reliance on technology to complete everyday activities.
"The UK's obsession with technology has created a young generation of impatient consumers who prefer to consume content fast on-the-go via their mobile devices," said Julian Smith, head of strategy and innovation at Fetch.
Interacting with an automated system or chatbot (rather than a person) when making a complaint is the experience UK consumers find most frustrating. Being interrupted by irrelevant mobile advertising is the next most frustrating experience, followed by delays in delivering online shopping.
The research also revealed that 81% of millennials are receptive to using and trying new technologies to improve the speed of daily tasks.