Messaging Dominates Consumer Communication Preference, but Most Businesses Aren't Equipped to Support That Experience
SAN FRANCISCO, CA--(Marketwired - Sep 12, 2016) - Twilio Inc. (
"As messaging becomes even more central in people's lives through the addition of eCommerce, gaming and other communications and social networking functions, demand for service in messaging will rise. Messaging has some distinct advantages that should also make it a boon for customer experience," per Ian Jacobs, senior analyst at Forrester, in "Plan Now for Customer Service in 2021," Forrester Research Inc., June 28, 2016.
Key findings from Twilio's report include:
Mobile messaging is the most popular way consumers communicate worldwide.
The average consumer:
The way consumers message is affected by age, geography and who they are messaging.
Consumers want their communication with brands to be two-way conversations.
"Today's report highlights a growing divide between consumers and brands," said Manav Khurana, vice president of product marketing at Twilio. "Consumers message more than they call, email or even post on social media but businesses are still trying to reach them via the channels they no longer use. To keep up with consumers, brands must adopt messaging as a channel and begin communicating with customers in the same way people communicate with each other."
In research conducted by Twilio with Vanson Bourne during the spring and summer of 2016, 6,000 consumers across three continents (North America, Europe and Asia) and seven countries (United States, United Kingdom, Germany, India, Japan and Singapore) were interviewed about how they use messaging to talk to businesses. The study talked to an equal number of male and female users split across five age groups ranging from 18 to 55+ years to understand gender and age related preferences.
In this study, mobile messaging is defined as text messages sent from phones using SMS natively or using apps such as iMessage, Android Hangouts, or using messaging apps such as Facebook Messenger, WhatsApp, LINE, SnapChat, Kakaotalk and others.
Twilio makes communications easy and powerful. With Twilio's platform, businesses can make communications relevant and contextual by embedding real-time communication and authentication capabilities directly into their software applications. Founded in 2008, Twilio has over 650 employees, with headquarters in San Francisco and other offices in Bogotá, Dublin, Hong Kong, London, Mountain View, Munich, New York City, Singapore and Tallinn.
*Dimension Data's 2016 Global Contact Centre Benchmarking Report, © Dimension Data 2013-2016