Acumen Insights

Text Wins Over Talk

By November 18, 2016 No Comments

Research from Open Market demonstrated when it comes to phone communication, younger consumers greatly prefer texting over talking on the phone. When given the choice between only being able to text or call on their mobile phones, 75 percent of Millennials chose texting over talking. The same preference applies to communication with companies. Seventy five percent of Millennials said they prefer to receive texts over calls from companies because texts are more convenient and on their own schedule.

Sixty three percent preferred receiving texts because they are less disruptive than a voice call, while 53 preferred receiving texts because they simply like to communicate via text rather than phone. Additionally, 19 percent preferred receiving texts because they never check their voicemails.

On top of being a convenient way to communicate, texts can be extremely helpful for Millennials. Although 75 percent of Millennials found text reminders helpful, only 30 percent received them regularly, showing there is an excellent opportunity for companies to engage with their customers via texting. Millennials were more interested in texting over other forms of communication for a variety of reasons: 76 percent said they prefer texting because it is less invasive than other forms of messages, while 19 percent said texts are more personal. Fourteen percent said texts make them feel valued by the company.