Research by brand experience agency Jack Morton Worldwide has found that 80% of consumers agree that overall experience with a brand is the single biggest factor in determining future purchases.

The research, which questioned more than 1,600 consumers in the US, UK, Asia and Australia, revealed that 71% of consumers agree and 45% strongly agree about the importance of the overall experience.

It was discovered that 78% of consumers agree (44% strongly) that they would pay a premium for a brand that offers a unique experience in the UK, with UK figures showing 71% agree and 28% strongly agree.

The Best Experience Brands study, which predicts that the brands that will lead in the 21st century will be those that invest in building and improving how people experience and interact with them, found that just 26% (15% in UK) said their past brand experiences have been extremely/very unique.

Respondents suggested that the top five brands which offered unique experiences are: Apple, Disney, Google, Microsoft and Mercedes-Benz.