The global study entitled Best Experience Brands, collated and sponsored by brand experience agency Jack Morton, also revealed that almost six out of ten consumers were willing to pay more for a brand that offers a great experience.
More than 88% of 25 to 34-year-olds in the UK said they were more likely to consider a brand if it had a great experience.
This year's research was a follow-up from a study by the agency in 2011, and was conducted with 4,000 consumers from the US, the UK, Australia and China aged 18-years-old and older.
Josh McCall, chairman and chief executive of Jack Morton, said: "What we found is that no matter their geographic or cultural differences – when it comes to brand choice, consumers around the world are placing increased importance on experience.
"This research helps marketers to better understand what we call the ‘experience gap’ – the gap between consumer’s expectation and the experience the brand ultimately delivers."
Jack Morton said there was a big gap between expectations and actual performance against specific experience drivers, based on the results. Nearly two-thirds of consumers said it was important for car brands to provide excellent customer service, but only one third agree that car brands are delivering on this.
A study by Bain & Company of 362 companies was also highlighted on an infographic produced by Jack Morton. It found that 80% of businesses defined their experience as ‘superior’, however, only 8% of consumers agreed with this.
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