New research puts customers in the driver’s seat when it comes to determining which companies lead in the digital age.

According to a new Salesforce.com report, “The State of the Connected Customer,” 62 per cent of Canadians agree technology is redefining their behavior as a consumer, and 61 per cent feel significantly more empowered than they did five years ago.

They also expect businesses to quickly adapt to these changing preferences, otherwise they’ll simply switch brands: According to the report, 69 per cent of consumers agree technology makes it easier than ever before to take their business elsewhere because it empowers them to research, browse, and purchase wherever they are and whenever they want.