Digital introduced many perks and benefits, many of which have altered user behaviour over the years.
The 2019 study published by World Psychiatry, The “online brain”: how the Internet may be changing our cognition, revealed that "people who were more involved in digital multitasking were more distracted and exhausted all the time."
The study suggested that activities like constantly switching tabs on a browser required more cognitive effort to maintain concentration. It concluded that people who indulged in such activities are more likely to be distracted and impatient.
Fast forward to 2025, a recent study by Twilio revisits the premise of the impatient digital native, this time looking at the growing impatience among Asia Pacific's digital native. The report concludes that among the region's digital natives, Singaporean consumers are the most digitally impatient in the Asia Pacific and Japan (APJ) region.
The Twilio study notes that while 90% of Singapore consumers feel compelled to be patient and polite during customer service interactions, only 59% actually maintain that patience when dealing with brands online. This disconnect points to a significant challenge: service design that fails to meet consumer expectations can strain relationships and erode trust.
Notably, Singapore consumers express a strong preference for human-led support channels, with 46% opting to engage directly with a human agent, even if it takes longer.
This preference underscores the importance of ensuring that automated systems, such as AI chatbots, are not only efficient but also capable of understanding user inquiries.
Over half of respondents (54%) reported feeling less tolerant toward AI interactions, primarily due to frustrations with misunderstood questions and generic responses.
Alvin Lim, head of information security at Endowus, emphasised the necessity of embedding security into customer experiences. “Speed and security should not be considered as competing priorities, but complementary pillars that collectively build trust,” he stated. This perspective is essential for CISOs who must balance the demand for rapid, efficient service with the need for robust security measures.
The study also revealed that while consumers are willing to accept delays for enhanced security (62%), only 43% are willing to pay extra for it, indicating that security and quality are seen as baseline expectations rather than premium features.
For CISOs, this highlights the importance of integrating security seamlessly into user experiences, ensuring that it does not detract from service efficiency.
Furthermore, the findings suggest that patience is context-dependent; consumers are significantly more tolerant during high-stakes interactions, such as healthcare, compared to routine retail issues. This behavior indicates that CISOs should focus on designing security measures that are responsive to the context of the interaction, reinforcing trust during critical moments.
The insights from Twilio’s study serve as a reminder for CISOs in Southeast Asia to prioritise customer experience in their security strategies. By ensuring that security enhances rather than hinders customer interactions, organisations can build trust and improve overall satisfaction.
