Data Snapshot: Channel Preferences Benchmark, 2015
August 31, 2015 Leave a comment
We just published a Temkin Group data snapshot, Channel Preferences and Cross-Channel Activity Benchmark, 2015. The research examines consumer preferences for using different channels for completing common tasks as well as the frequency of several cross-channel interactions.
Here’s the executive summary:
In Q3 2015, we surveyed 10,000 U.S. consumers about their channel preferences for performing 11 different activities—such as selecting a life insurance policy or applying for a new credit card—and compared them to the results of a similar study conducted in 2014. This data snapshot examines how channel preferences vary across age groups, how these preferences have changed over the past year, and how channel preferences differ across multiple activities. (see last year’s data snapshot).
A key component of the research examines how consumers would like to complete 11 different interactions with companies: Apply for a new credit card, change the beneficiary on a life insurance account, check the balance on a savings or checking account, check the delivery status of a purchase you made, investigate a mistake in your monthly cell phone bill, open a new investment account, purchase a new auto insurance policy, resolve a technical problem with your computer, select a life insurance policy, and update your address on an account after you move.
The report has 13 data-filled charts, covering the 11 activities with details of preferences by age.
As you can see in this excerpt from the first graphic, consumers most prefer using their computers for seven of the 11 activities. When it comes to investigating a mistake on a bill or resolving a technical problem, they prefer using the phone. When it comes to opening a new investment account or selecting a life insurance policy, they prefer doing it face-to-face.