Survey Reveals Texting is the Preferred Channel for Two-Way Business-to-Millennial Communications

Sep 20, 2016

OpenMarket, a provider of enterprise mobile engagement tools, announced the results of its newest survey. The company polled 500 US millennials, ages 18-34, on their use of SMS communications with businesses, with a focus on two-way texting capabilities. The findings revealed that SMS, or text messaging, is the obvious choice for customer engagement, with texting cited as the most preferred communication channel for receiving notifications from businesses. While 72% of millennials note they text 10 or more times a day, and 31% cite they text more than 50 times a day, the leading factor in millennials’ preferences for texting is its ability for two-way communication with businesses, an aspect which provides convenience, speed, and ease of use.

As a follow-up to OpenMarket’s first millennial survey earlier this year, this new research aimed to understand not only what communication method millennials prefer—SMS—but also why and how they’re utilizing the channel with businesses. The results revealed that the mobile-friendly age group is highly accessible to businesses through SMS, with over 83% of millennials polled citing they open a text within 90 seconds of receiving it. In addition, 60% of millennials want to be able to text their preferred businesses, but currently they’re only receiving five or fewer messages a week from companies, with 20% noting they don’t receive any texts from business at all.

The survey also reveals key customer engagement opportunities for companies to leverage with SMS. Nearly 50% of millennials polled said they would like to receive fraud alerts from their financial service providers (only 19% currently are). When it comes to real-time communication, 80% percent of millennials would prefer to text a company’s 1-800 customer service line versus dialing direct and waiting on hold.