Why do consumers prefer text messages over phone calls

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 07, 2021, 5:12 PM UTC

LivePerson’s poll of consumers in the UK, US, France, Germany, Japan and Australia found that 77% are more likely to buy if they can browse or get answers via messaging.

According to the study, 83% of consumers will browse or buy items via messaging conversations. 78% of buyers would also like to be able to securely message any business. Additionally, 74% of respondents prefer to do business with a company that they can message rather than call (26%).

The study found that email (76%), text messaging (41%), and social media (33%) are the channels consumers currently use to communicate with a business. Further, a vast majority of customers said they are more likely to buy from a brand with which they feel a personal connection. Customers said that messaging with a company makes them feel more connected with the brand.

When it comes to chatbots, customers expect convenience, speed and ease of use. While the majority of customers use chatbots to make appointments and reorder products, 41% still believe AI-powered chatbots lack a human touch. The article suggests brands need to ensure that conversational AI and automated branded communication tools lead with empathy across all customer touchpoints.

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