Most brands are not able to provide a consistent quality of service in the online and offline space, which points to the need for brands to make sure they’re paying attention to consumers’ experiences at every touchpoint, according to a new Connected Life study compiled by Michael Nicholas, who leads the Global Connected Solutions team at TNS. Living in a connected world allows brands more reach than they have ever had before, but this means that consumers have greater expectations, both in terms of the media they consume and the brands they choose to engage with. Because consumers engage with the Internet differently, there are now a multitude of brand touchpoints that are used for different purposes – from research and searching for content to social interactions.

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