Constantly connected consumers increasingly seek to communicate with businesses via text.
According to the new “2020 State of Texting” report from business texting platform Zipwhip, 91% of businesses have sent a customer a text message, while 43% of customers have proactively texted a business. Almost one-third (32%) of customers have proactively texted a business and received no response.
When asked how they would prefer to communicate with a business for different interaction purposes, a leading 70% of consumers cited text as their optimal platform for scheduling. Other popular text-based interaction scenarios include sales/inquiries (55%), customer service/support (53%), and marketing/promotions.
Interestingly, consumers prefer email for some time-sensitive interactions, such as shipment tracking (60% email/20% text), alerts/reminders (60% email/19% text), and account security notification (63% email/17% text). A plurality of consumers only favored phone calls for recruiting/staffing interactions (45%).
When businesses that have not yet incorporated texting into their customer communications were asked to select reasons, a leading 42% said they don’t know. Other popular responses included believing customers don’t want texts (22%) and concern about being seen as spam (17%).
These concerns may not be unfounded. Sixty-five percent of consumers say they’ve unsubscribed from a business’s texts. Although this is down 12% from 2019, the top two reasons for unsubscribing include spam (31%) and receiving too many texts (30%), followed by customers not finding the texts relevant to them (18%).
Other interesting findings include:
• 77% of consumers use texting more than other messaging tools.
• 74% of consumers prefer help from a human, rather than a chatbot.
• One-third (33%) of consumers check their cell phone more than 30 times a day.
Zipwhip surveyed 1,000 consumers and 1,600 businesses in conjunction with SurveyMonkey.