When 18-34 year olds want to reach a business, they prefer calling. 66% opt to pick up their smartphones while only 22% use social media. Filling out an online contact form is not a popular option.
Americans over 35 years old are even more inclined to call rather than connect digitally.
Why do consumers prefer to phone businesses? Their #1 reason is to get a quick answer. Second, they want to share their needs with a live, responsive person, not try to explain them in writing. Finally, Americans are looking for expert advice.
If consumers have a bad experience calling a business, 30% write a negative review and 24% complain on social media. However, if they are pleased, shoppers are equally likely to share their positive stories with friends and family.
Millennials’ preference for voice over digital communication impacts more than just their interactions with business. When asked to choose the single smartphone function that is most important to them, 18-34 year olds vote for voice calls. Ahead of texting. Ahead of social media. They have backed up that choice with action. Young people’s cellphone minutes spent talking have increased this year versus last.
What are the implications for your business?
- Do you make it easy for consumers to find your phone number via mobile search?
- Have you put as much thought into your phone-based consumer communications as your social and digital media?
For help developing powerful digital strategies that work, compelling marketing strategies that drive results, strategic plans that deliver growth, or new products that consumers love, contact Brandology at 925-417-2253 or Maura@Brandology.com.
Sources: Invoca 2015, Luxury Daily 2015, Marketing Charts 2015, Mobile Marketer 2015