Waitwhile research - Queues make people feel apathy, boredom and annoyance
Queue management platform firm Waitwhile has released a study that explores how frequently consumers are waiting in line, how they feel about this, and how brands can improve their customer experience.
In the United States alone, people spend roughly 37 billion hours each year waiting in line.
To better understand the consumer mindset around this, Waitwhile conducted an online survey of 1,202 adults in the US.
It found that 70% of respondents prefer to wait in a virtual line if given a choice, and that time estimates, self check-in and the option to complete any requisite forms rank highest among ways to improve the waiting experience.
85% of people wait in line for longer than five minutes at least once a month, and that is most common at retail stores (30%), restaurants (16%), and pharmacies (12%).
The research also showed that 80% of guests most frequently waited on-premises, offering evidence that organisations who engage with guests during this time have an opportunity to differentiate their brand and boost customer loyalty.
"Our research shows that a staggering 74% of people will abandon a physical line before it's their turn, and that consumers who are subjected to wait for a product or service most frequently report feeling apathetic, bored and annoyed," says Christoffer Klemming, CEO and Co-Founder, Waitwhile.
"The good news for brands is that waiting in line doesn't need to be a burden for customers and negatively impact business.”
“Using virtual queues that give guests the freedom to move, relax or shop while waiting, organisations can significantly improve the customer experience while simultaneously increasing sales and saving their staff precious time."
Other key takeaways from the study:
70% of guests are only willing to wait up to 15 minutes in a physical line for an item or service
69% are less likely to leave a virtual line
57% would be willing to wait for a longer amount of time in a virtual line; 71% are willing to wait 15+ minutes longer
45% are more likely to join a line if it is virtual
