The Changing Pattern of Consumer Communications

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.

1609_preferredcommunications

The bottom line: More proof of a generational communications gap.

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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