Market Study: Consumer Trends in Digital Comms

A survey of 2,000 consumers reveals what it is they want and what they're missing
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Digital communications are changing, but there’s room for improvement, according to a new consumer market study.

This latest research looks at how today’s consumers want to hear from brands and trends across demographics. Collaborating with the international market research firm Arlington Research, we asked 2,000 consumers in the U.S. and U.K. about their communication preferences.

The results show a gap between what businesses deliver and what consumers expect.

 

Key takeaways from this market study include:

There’s an untapped opportunity for brands to improve their digital communications.

52% of respondents still say email is their preferred communications channel.

High-value consumers are driving the demand for more advanced tech.

People are 3.5x more likely to prefer video for complex topics like terms or program details.

62% of customers want more videos from brands, and most want it personalized.

Surprisingly, Gen Z and high earners have a lot in common when it comes to digital preferences.

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