Welcome to the Capterra press room! Here you'll find all the press releases for the studies carried out in 2024.

analysts study the latest technology trends and business and consumer insights for Capterra in 2024
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Small and medium-sized businesses (SMBs)

Tech influences rent decisions for 73% of tenants. Are UK landlords missing a trick?

UK landlords must adapt as rising costs impact spending and influence tenants’ renting decisions. According to Capterra’s 2024 Tenant Experience Survey of 4,800 tenants worldwide, 73% of global tenants somewhat or strongly agree that a property that features advanced technology could significantly influence their decision to sign a rental property. The study suggests that UK property managers and landlords should offer digital solutions to meet tenant demands and compete with rising rental costs. Prioritising modern rental experiences that include technology could also set them apart from the competition.

  • 44% of property owners in the UK still don’t offer renters tech and digital tools in their rental properties, highlighting a missed opportunity to remain competitive in the housing market.
  • 73% of UK tenants that don’t have access to digital tools in their rental properties would like them, compared to the global average of 65%.
  • 43% of UK tenants are dissatisfied with the amount they pay for their current rental property, much higher than the global average of 36%.

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Project Management

AI investment among UK project management teams expected to rise by 2025

Artificial intelligence is known to have its risks, and concerns surrounding data privacy and model hallucination aren’t going anywhere. There's been a large uptick in project managers using these tools, and 83% of PMs feel comfortable delegating tasks to AI. However, scepticism persists, and 91% of PMs say that they understand the limitations of AI. With the rise in investment in AI tools, Capterra's report sought to understand how project managers are benefiting from these technologies, as well as the risks associated with them.

  • Almost all (92%) of project managers who work in companies that use AI-enabled PM tools report a positive ROI on their AI investments.
  • 83% of project managers are comfortable delegating important tasks to AI.
  • Although 13% of respondents that use AI at work report no challenges, the most commonly cited challenge is 38% of organisations cite data quality issues (38%).

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Sales and CRM

Nearly half of UK customer service teams use AI-powered software

According to a Capterra report, almost half (46%) of UK customer service teams currently use AI-powered software and 48% expect that AI will manage nearly half of customer enquiries in the next five years. The findings show that UK customer service teams are becoming more reliant on AI-powered software and reaping the benefits. However, like with most technologies, AI adoption also poses challenges and raises concerns.

  • 46% of UK customer service professionals use AI-driven software.
  • The top three benefits of using AI-driven software identified by customer service professionals are cost savings (58%), faster customer response times (55%), and improved customer satisfaction (31%).
  • The top challenges associated with AI adoption in customer service were concerns regarding customer trust (58%), information accuracy (40%), and the risk of alienating customers (33%).

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Retail and Customer Experience

Ad fatigue grows: 91% of online shoppers say they see too many ads on social media

Despite its strong presence on social platforms, an aversion towards social media ads is unfolding in the UK. Capterra’s 2024 Elusive Online Customer survey shows a prevalence of social media ad fatigue and dark social usage among UK consumers, highlighting the need for companies to adapt and innovate their social media marketing strategies.

  • 91% of UK online consumers agree that they see too many ads on social media.
  • In response to social media advertising, over a third (37%) have blocked specific advertising and 35% have unfollowed a brand in the past 12 months.
  • 51% of respondents reject or clear their browser cookies to protect their privacy when shopping online.

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Capterra report reveals 4 ways to reach the UK’s cash-strapped shoppers online—and social media isn’t one of them

As more UK retailers enter the digital arena and the cost-of-living crisis impacts consumer behaviour, standing out in the e-commerce space is increasingly tough. According to a global survey conducted by Capterra on 5,585 regular online shoppers, lowering prices and offering loyalty programs are essential in meeting the needs of UK consumers, as are prioritising SEO and optimising mobile experiences. 

  • 66% of UK consumers say price has been the most important factor when buying products online in the last year. 
  • Price is the reason that motivates most UK consumers (83%) to repeatedly buy from the same retailer, ahead of quality (80%).
  • 49% of UK shoppers say loyalty or rewards programs are a factor that motivates them to repeatedly buy from the same brand.

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Human Resources

Nearly Half of U.K. Job Seekers Are Using AI To Lie on Applications

AI cheating in hiring is widespread. According to the latest Capterra survey of 250 job seekers in the U.K., a majority (53%) are using AI tools to help them in their current job search. Of those who are using AI, 77% say they have leveraged it to exaggerate or lie about their skills on a CV, cover letter, job application, or skills assessment.

These practices not only raise questions about the authenticity of applications but also threaten to overwhelm recruiting systems, ultimately undermining the efficiency and integrity of the hiring process.

  • 29% of UK job seekers have used AI to generate answers to interview questions.
  • 27% of job seekers have used AI to complete a test assignment or skills assessment, potentially hiding a lack of relevant skills.
  • 26% have used AI to mass apply to jobs, overwhelming recruiting pipelines.

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Supermarket and utility costs hit UK workers harder than global peers

Local businesses are urged to address rising costs of working as Capterra's global survey reveals UK employees are being hit hardest by cost increases. According to the survey conducted on 2,716 employees from 11 countries, more UK workers reported rises in grocery and utility costs over the past 12 months than in any other surveyed country. Capterra Analyst, David Jani, suggests that local support is needed from companies and authorities to help ease the financial burden.

  • 95% of UK respondents report an increase in their food shopping expenses in the last twelve months compared to a global average of 83%
  • 85% of UK respondents say their utilities have risen compared with a global average of 70%
  • 62% of UK respondents have experienced a jump in car insurance prices, compared with a much smaller global average of 38%.

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Costly transport puts financial strain on office workers

A Capterra survey finds that U.K. employees are suffering higher cost-of-living expenses, especially due to transportation costs. Tensions may rise as many companies enforce return-to-office policies. Furthermore, most respondents reported that their salaries were not keeping pace with the rate of increasing costs. Companies are urged to address rising work-related costs by offering solutions to financially support staff during the cost of living crisis.

  • The majority (69%) of employees say their work-related costs have increased over the past 12 months
  • Travel costs were highlighted by hybrid and remote workers as the highest overall expenditure for attending the workplace, with 53% of identifying petrol as their biggest expense in this regard.
  • 68% of the surveyed workers say their pay hasn’t kept pace with the rate of increasing costs.

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75% of UK middle managers are overwhelmed, stressed, or burned out

Capterra surveyed over a hundred UK middle managers across various industries and sectors and found that an alarming 75% of participants admitted to always or sometimes feeling overwhelmed, stressed, or burned out in their careers, leading to a higher risk of staff turnover: Nearly a quarter admitted they are actively looking for other jobs. In order to attract, retain, and nurture talent in middle management positions, UK companies must address the causes of middle manager burnout and take prompt action to foster a healther work environment.

  • 24% of middle managers are actively looking for other jobs
  • 77% of employees given middle manager roles do not receive initial managerial training
  • 66% of middle managers have a positive attitude towards AI as possibly enhancing their managerial capabilities

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Over a quarter of UK employees feel tech creates generational divide in the workplace

New research suggests that getting employee buy-in is essential when choosing new enterprise software. Capterra’s Tech Preferences Study found that over a quarter of UK workers feel that technology creates generational divides, mostly due to the different levels of familiarity with the tools deployed. The study emphasises the need for more collaboration and training to streamline the digital adoption.

  • 26% of UK employees feel technology creates generational divide in the workplace
  • From this group. different levels of familiarity with technology (80%) and resistance to change (66%) were reported as the main causes.
  • Only 49% of employees said their technology preferences are considered when their companies adopt new software.

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Marketing

Only 27% of UK marketers using GenAI for social media content always label it as “AI-generated”

According to Capterra’s survey of over 1,600 marketers worldwide, while the average UK marketer uses GenAI to produce 36% of their company’s social media content, just over a quarter consistently label the AI-generated content they post on social platforms. UK marketers are tied between confusing policies, competitive pressures and consumer perception when deciding whether to label AI-generated social media content. However, lack of transparency around GenAI content could put UK marketers and their audiences at risk.

  • Only 27% of UK marketers using GenAI for social media content always label it as “AI-generated”
  • 56% of UK marketers are “moderately” to “highly” concerned about the risk that their companies’ AI-generated marketing content could spread harmful misinformation.
  • 56% of UK marketers say mandatory labels for AI-generated social media content would positively impact their social media content.

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UK to see the largest rise in AI-generated social media marketing content

UK social media users are about to see a lot more AI-generated content on their favourite platforms. A global Capterra survey reveals that the use of generative AI for social media content creation is expected to increase more in the UK than in any other country over the next 18 months. UK marketers see GenAI's potential to boost engagement, productivity, cost savings, and even human creativity. However, maintaining authenticity remains a top challenge when integrating GenAI into social media marketing strategies.

  • UK businesses plan to use GenAI for an average of 48% of their social media content by 2026, up from 36% in 2024.
  • Over the next 18 months, the UK is set to see a 33% boost in GenAI usage, which is the largest uptick among 11 surveyed countries across Europe, North America, and Asia-Pacific.
  • 86% of UK marketers using GenAI for social content say the tech has saved them a moderate to significant amount of time, and 77% say using GenAI-assisted content has increased their social media engagement and impressions.

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Cookieless future: Majority of UK companies turn to CRM software

As Google's third party cookie phase out becomes a reality in 2024, UK advertisers are acting fast.

According to a Capterra survey, despite concerns about how the deprecation of third-party cookies in Google may impact companies, advertisers are well-equipped with alternative data collection methods and tools.

  • 61% of marketers express concerns about how Google's third-party cookie discontinuation may impact their company.
  • 69% of companies will focus on collecting first-party data in place of Google's third-party browser cookies.
  • 78% of participants said their company is investing in CRM Software to unify first-party data and enhance the customer experience.

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