SAN MATEO, Calif. (PRWEB) May 09, 2023
Sendbird, the global conversations platform for mobile apps with over 300 million monthly active users, today unveiled the results of a compelling new study by Arion Research. The report, Consumer Channel Preferences for Communicating with Businesses, revealed a global shift is underway in terms of how brands can effectively reach consumers in today’s mobile world. Live chat is swiftly gaining ground while other forms of digital communications, notably SMS, are beginning to lose their foothold.
The report comes as consumer preferences evolve with more communication channels available to them and as they spend more time online and in a business’ mobile applications. All the major communication channels, including email, phone / voice, text / SMS, push notifications, live chat, automated chat, public messengers (WhatsApp, Facebook Messenger, Telegram, etc.), and social media (LinkedIn, Instagram, Facebook, etc.) were examined. The survey spanned overall consumer communications preferences as well as specific channel preferences across a variety of online activities like banking, eCommerce, entertainment, social networking, online learning and healthcare.
Key Findings
At a high level, there is a growing urgency for brands to understand consumer communication preferences in order to attract and retain loyal customers. The study showed that when brands offer consumers' preferred communication channel, they are more likely to remain customers (82%), buy more (69%) and become advocates (66%). But, the penalty for poor communication practices can be stiff, with nearly 1 in 4 respondents having switched brands or failing to renew a subscription because the company sent too many emails or text / SMS messages. Over communicating leads 1 out of 2 consumers to miss or ignore communications by phone, email, text / SMS and social media.
Exploring details:
“We see growing consumer fatigue with SMS as more businesses use it to communicate with customers across a broad range of functions,” says Michael Fauscette, CEO of Arion Research. “Consumers don’t want or trust the same channel for everything– this is a finding that holds across geographies and demographics. What they do want is a personalized experience in a trusted channel of their choice. Brands that pay attention and understand how customers choose to interact will be the ones that win the day.”
“Live chat offers huge potential for rich interaction and engagement that consumers seek today, which is one reason why we see it emerging as the preferred communication channel,” added John S. Kim, Co-Founder and CEO of Sendbird. “It also fosters trust and personalization at a level that other channels simply can’t match. There is a time and a place for every channel, but we are confident that live, in-app chat offers something unique and desired by consumers. Rapid growth will continue as more brands begin to bring live chat into their apps.”
To read the report in its entirety, go to Sendbird.com. Additionally, Michael Fauscette will be participating in a webinar on April 27th at 10:00 am PST to discuss the study. Sign up here.
Methodology
Arion Research conducted a global survey of consumer communication preferences sponsored by Sendbird. The survey, which ran Jan-Feb 2023, collected responses from 1,200 consumers in 14 countries in North America (NA), Europe, the Middle East and Africa (EMEA), and the Asia Pacific (Apac) regions.
About Sendbird
Sendbird believes conversations are at the heart of building relationships and getting things done. The company’s global conversations platform powers over 7 Billion mobile messages and interactions every month. Industry leaders like Reddit, Hinge, and Paytm build with Sendbird chat, voice, video, and livestream APIs to create a differentiated user experience that improves customer retention, conversion, and satisfaction.
Headquartered in California, Sendbird is venture-backed by ICONIQ Growth, STEADFAST Capital Ventures, Tiger Global Management, Meritech Capital, Emergence Capital, Shasta Ventures, August Capital, Funders Club, World Innovation Lab, and Y Combinator.
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