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Understand How Consumers Use Messaging

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We found that 9 out of 10 consumers globally want to message with brands. But is your business ready to start texting? We ran a survey along with Vanson Bourne to understand how consumers use messaging to talk to businesses.

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Understand How Consumers Use Messaging

  1. 1. Sources: Twilio and Vanson Bourne Mobile Messaging Consumer Survey 2016 Dimension Data’s 2016 Global Contact Centre Benchmarking Report, © Dimension Data 2013-2016 Business Intelligence Kahuna Mobile Marketing Index Read the Global Mobile Messaging Consumer 2016 Report to learn more about how consumers around the world use messaging.Read the full report More than 8 out of 10 (85%) of consumers not only want to be able to receive information but also reply to businesses or engage in a conversation. CONSUMERS WANT TO USE MESSAGING TO: CONSUMERS DO NOT WANT TO USE MESSAGING TO: Reply to order confirmations 60% Reply to appointment reminders 55% Give product or service feedback 49% Reply to delivery status 47% Learn about new products 46% Rate or respond to survey 45% Receive coupons or promotions 42% Reply to flight delay notifications 40% Get customer support Provide bank details Apply or resign from a job Fire someone or get fired 39% 63% 80% 85% MESSAGING IS NOT A ONE-WAY COMMUNICATION CHANNEL 5 WAYS FOR BUSINESSES TO GET STARTED 77% CONSUMERS KEEP NOTIFICATIONS ON FOR MESSAGING APPS APPS CONSUMERS PREFER TO MESSAGE COMMERCE NOTIFICATIONS SALES & MARKETING CUSTOMER SERVICE ACCESS SECURITY PEOPLE COORDINATION #1 PREFERRED CHANNEL FOR CUSTOMER SERVICE WOULD GIVE UP TO USE MESSAGING Messaging ranks #1 customer service channel preferred by consumers in South Korea, India, Singapore and US, and among top 3 preferred channels around the world. Millennials choose messaging over email to talk businesses. Messaging is 3-8x more preferred than face to face communications across all generations. AN AVERAGE CONSUMER Half of the consumers prefer using native SMS (including iMessage and Android) to message businesses. While consumers keep notifications on for the messaging apps they use the most, native SMS (including iMessage and Android) has a high opt-in across all regions: % of consumers that turn on notification uses 3 different messaging apps per week has 3 messaging apps on their phone’s home screen 3 3 3 sends 3 messages per hour MESSAGING EMAIL TELEPHONE FACE TO FACE WEB LIVE CHAT OTHER MAIL 25-34 YRS18-24YRS 35-44YRS 45-54YRS 55+YRS US UK GERMANY INDIA JAPAN SINGAPORE 46% 11% 34% 2%1% 5% 34% 23% 26% 6% 3% 5% 3% 34% 27% 25% 5% 5%3% 2% 33% 24% 27% 7% 6% 2%2% 25% 38% 18% 6% 8% 3%2% 18% 53% 23% 1%2%2% 13% 44% 32% 6% 1%3%2% SOUTH KOREA MESSAGING EMAIL TELEPHONE FACE TO FACE OTHER MAILWEB LIVE CHAT 31% 29% 23% 6% 4% 4% 2% 24% 33% 30% 8% 1% 2% 1% 24% 31%32% 5% 2% 5% 2% 31%30% 26% 4% 4% 4% 1% 32% 32% 21% 4% 5% 5% 2% PERCENTAGE OF COUNSUMERS PHONES ARE THE PRIMARY MESSAGING DEVICE NO MATTER WHAT PART OF THE WORLD YOUR ARE IN 76% 74% 69% 65% 62% 60% 53% US UK GERMANYINDIA JAPANSINGAPORE SOUTH KOREA % of messages sent from phones compared to desktops, laptops or tablets. SEX MORNING COFFEE PHONE CALLS … friends/family … businesses Native Sms Travel & Transport Messaging (Avg) Financial Retail Social Health & Fitness 82% 78% 77% 65% 50% 42% 35% Only 48% of businesses are equipped to connect with customers through a message. While 89% of consumers would like to use messaging to communicate with businesses. Face to face Mail Phone Email Social SMS Video/Voice Chat BUSINESSES CALL, PEOPLE TEXT BUSINESSES PEOPLE Text Most businesses continue to reach people over the phone and email when consumers want to communicate via text messages via SMS, in-app chat, push notifications, and messaging apps. Native Sms Whatsapp Facebook Messenger 34% 31% 20% 7% 5% Other 3% Line Snapchat OTHER Native Sms Facebook Messenger 47% 21% 6% 6% Other 2% Line Snapchat Whatsapp 18% OTHER UNDERSTAND HOW CONSUMERS USE MESSAGING What started out as simple text exchanges have evolved into expressive and engaging conversations between people. Consumers exchange more than 50 billion messages a day and the continuing explosive growth suggests that messaging will be a lasting phenomenon. But, what does this mean for businesses? We asked 6,000 people in US, UK, Germany, India, South Korea, Singapore and Japan how they use messaging to talk to businesses. Here is what we found:

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