The Changing Pattern of Consumer Communications
October 27, 2016 2 Comments
For the past several years, we’ve been examining how U.S. consumers prefer to communicate with each other, analyzing their answers to the question, Which method would you most likely use to communicate with your friends?
As you can see in the figure below:
- Text messages are on the rise (+8 points between 2012 and 2016), while home phones (-6 points) and email (-5 points) are on the decline.
- Cell phones (increases with age) and text messages (decreases with age) are the most variable choice based on age group.
- Text messages are the preferred channel for all ages below 45 years old.
- Cell hones are the preferred channel for 45- to 74-year-olds.
- Home phones are the preferred channel for people who are older than 74.
- Online chat via Facebook has increased in preference (+4 points since 2012), and is most popular with 25- to 34-year-olds.
The bottom line: More proof of a generational communications gap.