Mobile payments are the most sought-after technology in 2017. Nine out of ten consumers claim to have no interest in using augmented reality in the near future. One in five people surveyed aim to spend less time in front of screens this year.

These are some of the highlights from an in-depth study into digital trends carried out by Manchester-based digital agency Code Computerlove, which revealed counterintuitive insight into what customers really want this year.

Code Computerlove recently surveyed 1,000 British adults on trends like voice search, virtual reality, and chat-bots.

The future is mobile

If you’re a physical retailer and you don’t yet accept mobile payments, consumers could soon start voting with their feet and going elsewhere. Similarly, according to Code Computerlove, voice search should be a focus for all online brands in 2017 – talk to your SEO team! Mobile payments and voice search are the two technologies consumers are most willing to embrace (and also the technologies they are most likely to have used already).

When it comes to customer service, eight in ten wouldn’t be completely comfortable ordering through chat-bots in the near future, and 85 per cent wouldn’t be comfortable with screenless ordering, the likes of Amazon Dash. Understandably, 98 per cent of the respondents haven’t tried this technology before.

Virtual versus augmented

One in four respondents are comfortable with virtual reality for watching video, playing games and exploring spaces, while another quarter admitted not really understanding what VR and AR really means. A surprising nine in ten claimed they weren’t interested in using AR in 2017. While this may be the case, these attitudes may change quickly if individuals’ initial encounters with the technology are positive. The emphasis is on brands to test, learn and refine new innovations before releasing into the wider market.

Time offline

Ultimately, nearly half just want the products and services they already use to be made better. Three in ten want to see fresh, innovative ideas, but the study also suggests that consumers may be screen-weary. One in five want more time away from screens in 2017, most prevalent amongst 25 to 34-year-olds. With many people aiming to spend less time in front of screens this year, it’s vital that you make your interactions with them count. A poor initial experience could lose you a customer for life.

Innovation remains important for brands looking to secure a competitive advantage in an increasingly fast-moving digital world, but this should never become a distraction from working on improving the products or services they already offer. However brilliant your product is, there are always opportunities to test, iterate and optimise.