9 out of 10 consumers want to use messaging to communicate with brands, yet less than half of global businesses have the infrastructure in place to fulfill this customer demand, according to the latest study from cloud communications company, Twilio.
The study- Global Mobile Messaging Consumer Report – surveyed more than 6,000 consumers across 3 continents including North America, Europe and Asia. It indexes consumer attitudes to messaging as a channel for brand communication as consumer demand grows and competition between companies is increasingly a question of customer experience above all else.
- Mobile messaging is the most popular way consumers communicate worldwide. The average consumer has three messaging apps, uses three different messaging apps per week and sends an average of three messages per hour.
- Across all generations, consumers prefer messaging at least three times more than face-to-face communication. Millennials prefer messaging eight times more than face-to-face communication.
- Consumers are more likely to opt-in for notifications from a messaging app than any other type of app. More than 80% of consumers have notifications turned on for native SMS.
Talking to brands
- 66% of consumers prefer to reach brands or be reached by brands via messaging over any other means.
- Consumers prefer to message their friends and family on different apps than they prefer to message brands. When communicating with friends and family, 34% prefer native SMS, 31% prefer WhatsApp, 20% prefer Facebook Messenger
- Globally, when communicating with brands, 47% prefer native SMS, 21% prefer Facebook Messenger, 18% WhatsApp
- Consumers want their communication with brands to be two-way conversations. 85% want to be able to not only receive a message from a business but also answer a message from a business.
Today’s report highlights a growing divide between consumers and brands. Consumers message more than they call, email or even post on social media but businesses are still trying to reach them via the channels they no longer use. To keep up with consumers, brands must adopt messaging as a channel and begin communicating with customers in the same way people communicate with each other.
Manav Khurana, vice president of product marketing, Twilio