Almost half of Australian companies rate the user experience (UX) on their digital properties as just ‘ok’, and 16% rate it as ‘poor’ or ‘very poor’.

These findings come from a new report by Econsultancy and Macquarie Telecom which sheds light on the challenges organisations are facing in this area. 

Based on a survey of almost 200 digital and ecommerce professionals, the Australia User Experience Report looks at the extent to which Australian companies are committed to delivering a good user experience.

The research found that three-quarters (74%) of respondents say their companies are committed to delivering the best possible online user experience, including 17% who say they are ‘seriously committed’.

A huge 96% of respondents agreed that user experience must lead all marketing and ecommerce efforts.


Although respondents understand the importance of good UX, the report indicates that technology and skills barriers are preventing investment which could lead to improvements in the user experience across their digital properties.

Almost half of client-side respondents (48%) said that technology platform issues were a significant barrier to investment, while 42% said that ‘lack of staff to make the most of any user experience investment’ was a major obstacle. 

Barriers to UX investment

Methodology note: respondents could check up to three options

Inconsistent and basic user experience is exacerbated by a lack of budget which, alongside a lack of specialist skills, has led to most companies not using any UX-related technology beyond analytics and personalisation.

There is an apparent contradiction in that although 100% of respondents agree that reliable web hosting is a foundational pillar of the online user experience, only 28% said they were using standard hosting when asked about their use of UX-related technologies. 

The co-operation needed between different departments to create a great digital experience is a theme emerging from the research. It is encouraging that 44% believe ownership for UX lies with a mix of senior managers, and that 87% disagree that UX technology ownership belongs predominantly within the IT department.

Amy Rodgers

Published 1 August, 2013 by Amy Rodgers

Amy Rodgers is a Research Analyst at Econsultancy. You can find Amy on Google+

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Comments (3)


Luis Guzman Abundes

I totally agree that UX is very important, I have worked in a lot of agencies where they honstly don't care about it, hope one day Mexico (my country) starts realizing it.

almost 5 years ago



Most of those reasons are an absolute cop out for lazy and unwilling companies.

Lack of staff? There's plenty of expertise out there, these companies just don't want to pay for it.

Lack of understanding and education? Please, tell them to use Google, there are heaps of information and courses out there.

Lack of case studies? Many Australian businesses have been trading online since the 1990's and are doing very well. There are plenty of case studies out there for those willing to look.

Inability to measure return on investment? Oh Pulease. Who's advising these people?

I'm not surprised by their reasons, but it just shows how out of touch many of them are. Ecommerce, ebusiness is not new. It's been in Australia for three decades now. It's way past time for these companies to get on board.

almost 5 years ago


Advertising Experts

Now we just have to get all the business owners to stop trying to build there own websites :)

Travis Holt
Gorilla Advertising

almost 5 years ago

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