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51% of Americans have sent more text messages in the past year, surpassing other methods of communication

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Consumers are more comfortable using their phones to communicate directly with brands and their colleagues

Amid a pandemic that has prevented Americans from reuniting closely with loved ones, it is perhaps not surprising to know that many have started to use alternative methods of communication to stay in touch.

In the SMS investigation report, the marketing automation platform Klaviyo found that 51% of Americans with cell phones increased their use of texting in the past 12 months, compared to those who used communication methods such as phone calls. phone (42%), email (42%), FaceTime and video calls (41%) and social media messages.

Cellphones are a lifeline for consumers during the COVID-19 pandemic

For 38% of Americans, their phone is the most important thing they own, according to the SMS survey. But although some may attribute this to a online addiction, a closer look at Klaviyo’s findings suggests something different.

For example, 59% of those polled agreed that their phone had been their lifeline during the pandemic, and a similar number said it kept them from feeling isolated and lonely during the health crisis. Another 47% said they literally couldn’t live without it – reminiscent of the elderly and immunocompromised who depend on mobile apps for groceries and other necessary goods and services during the COVID outbreak – 19.

The report also showed that consumers have become much more comfortable with receiving branded communications via SMS: a significant number of respondents report having received text messages from a brand (85%) and that they are generally feel safe when interacting with her via text message (65%).

Surprisingly, respondents admitted that they are much more likely to ignore text messages from loved ones (accounting for 56% of unread text messages) than those from brands (44%). This may be due to their expectations of branded texts, as Klaviyo has also found that cell phone users are much more likely to respond to the following types of text messages from these companies:

  • Coupons or promotional codes (51%)

  • Loyalty offers and advantages (40%)

  • Notifications on upcoming sales and promotions (39%)

  • Anniversary offers (34%)

American workers adopt texting as their preferred method of communicating with co-workers and managers

Another surprising figure from the marketing platform indicated how the use of SMS has changed over the past year. Although consumers say texting is their preferred communication platform for friends (48%), family members (44%) and brands (30%), it is also their most common method used to communicate with colleagues (55%).

In addition, just over a third of people who say they send text messages more often (36%) also use this method to reach their colleagues and managers. Compared to a year ago, American workers now use SMS to communicate with:

  • Colleagues (43%)

  • Managers and supervisors (41%)

  • Customers (34%)

These respondents do this because they think people are more receptive to texts (48%) and that it is the easiest way to get their attention (44%). Others use it to be more discreet in their conversations, as two-fifths of this cohort (41%) appreciate the privacy it offers compared to traditional communication applications in the workplace.

However, this change may also be the root of some problems in the workplace – a recent survey by Mopria Alliance found that workers’ productivity and mental health are affected by daily distractions, including personal communications.

Methodology: Using an online survey prepared by Method Research and distributed by Dynata, Klaviyo surveyed 2,000 U.S. respondents (ages 13 to 75) who owned cell phones between July 14 and July 21, 2021. The The survey sample consisted of a nationally representative geographic group of respondents, and evenly distributed across gender groups.


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