Which Channels Do US Consumers Prefer Using?
December 3, 2011 2 Comments
We’re working on a report for early next year that examines channel preferences. We asked 5,000 US consumers to pick their preferred channel for completing a wide variety of activities. Given that many people are planning their 2012 strategies, I thought it might be useful to share an overview of the data.
The report will examine this data by age group, which will be helpful when looking at your target audiences.
The bottom line: The phone and Web self-service are the key channels
About Bruce Temkin, CCXP
How does this vary with age demographics? I would imagine that older people would be more likely to prefer the “traditional channels” (phone or in-person) and the younger population would prefer the “non-traditional mediums”.
Additionally, how are social media channels like Twitter being accounted for in this study? This is a growing medium for customer communication.
Brandon: Look for a Temkin Group report next year that provides a deeper analysis of this data by demographics, including age. For some info on Twitter, take a look at my post How Consumers Give Feedback