Can your business win CX gold in 2021?
About the research
The Global Customer Engagement Report is an annual research study conducted by Vonage in partnership with Market Knowledge Online. The global survey involved a statistically representative sample of 5,000 consumers (18-55+ years of age) across four continents and 14 countries.
Traditionally conducted in January, this study was fielded a second time in response to the unprecedented challenges imposed by the global pandemic. In August 2020, Vonage asked a statistically similar distribution of respondents how their communication preferences have been impacted by COVID-19.
About the research
Think all channels are equal? Think again. While COVID changed how - and how much - consumers interacted with different industries, the reason for the interaction determined channel preferences.
Channel Preference Prevails By Purpose
We asked 5,000 global consumers about their communication preferences twice—before and after COVID hit—and preferences are evolving rapidly. Is your business ready?
The events of 2020 have reemphasized how quickly businesses must react to evolving consumer communications preferences if they intend to win over their customers. Some of these shifts may be temporary, while others are likely here to stay. Either way, if you’re not prepared, you risk losing in a competitive market that doesn't allow for second chances. Download your copy of the report to uncover the type of communication preferences that can keep you from falling behind the competition.
"But the technology of the pandemic isn’t the telephone; it’s video chat," wrote The New York Times Magazine in April 2020. Understatement much? Our numbers here tell us something big is happening - and fast! Video has experienced 4 years of growth in just 7 months in the U.S.
Video Growth
Races Ahead
Who would've thought smoke signals, carrier pigeons, and bottle messages would've made a comeback during the pandemic? Not us. And they didn't! But other channels shined, depending on age and location.
Two Universal Communication Hurdles Stand Out Among Many
INDUSTRY ENGAGEMENT
Are you ready to go for CX gold?
INDUSTRY BREAKDOWN
Global Regions Flex Their Communication Strengths
DEMOGRAPHIC BREAKDOWN
Europe, the Middle East
& Africa
THE RISE OF VIDEO
GLOBAL CHALLENGES
Download the report
Download the report
Get the report to see preferred channels by industry
Download the report to see the breakdown
Read the report to see how video is being used
Grab the report to see the full list of frustrations
Consumers across the world share the same two frustrations when it comes to communication. And while they agree on these, other challenges are as diverse as our cultural landscape.
Age 40+
Live chat or in-app messaging
Email
Phone calls
(mobile or landline)
Under Age 40
3
2
1
United
Kingdom
Live chat or in-app messaging
Email
Phone calls (mobile or landline)
13%
21%
26%
8%
32%
41%
Age 40+
SMS
Email
Phone calls (mobile or landline)
9%
26%
47%
Live chat or in-app messaging
Email
Phone calls
(mobile or landline)
9%
24%
31%
Under Age 40
3
2
1
North
America
Age 40+
Messaging via non-SMS apps
Phone call via messaging apps
Phone calls (mobile or landline)
12%
17%
44%
Phone call via messaging apps
Messaging via non-SMS apps
Phone calls
(mobile or landline)
11%
16%
36%
Under Age 40
3
2
1
Latin
America
Age 40+
Phone call via messaging apps
Email
Phone calls (mobile or landline)
11%
19%
43%
Live chat or in-app messaging
Phone call via messaging apps
Phone calls
(mobile or landline)
10%
17%
30%
Under Age 40
3
2
1
Asia &
Pacific
Age 40+
Phone call via messaging apps
Email
Phone calls (mobile or landline)
6%
21%
50%
Live chat or in-app messaging
Email
Phone calls
(mobile or landline)
6%
16%
44%
Under Age 40
3
2
1
Regular video chat growth in the U.S.
With businesses
& service providers
With friends
& family
9%
17%
16%
26%
23%
36%
30%
46%
29%
48%
28%
51%
43%
61%
In education, for virtual learning, people prefer:
Industries which saw growth in customer engagement post-COVID:
Retail and
e-commerce
Transportation and logistics
Education
Media/entertainment
Banking, finance and insurance
Healthcare
46%
41%
39%
35%
27%
25%
SMS
Voice call
Video chat
42%
13%
8%
Messaging (non-SMS)
Voice call
SMS
29%
27%
11%
In finance, banking, and insurance, for verifying identities, people prefer
Messaging (non-SMS)
Video chat
Voice call
44%
21%
7%
In healthcare, for remote consultations, people prefer:
Messaging (non-SMS)
Video chat
Voice call
34%
15%
12%
In retail and e-commerce, when shopping for expensive items, people prefer:
Messaging (non-SMS)
Voice call
Video chat
18%
14%
14%
In media and entertainment, for chatting on a dating app, people prefer:
Messaging (non-SMS)
Voice Call
SMS
32%
23%
7%
In transportation and logistics, for getting alerts on package deliveries, people prefer:
The Global Customer Engagement Report is an annual research study conducted by Vonage in partnership with Market Knowledge Online. The global survey involved a statistically representative sample of 5,000 consumers (18-55+ years of age) across four continents and 14 countries.
Traditionally conducted in January, this study was fielded a second time in response to the unprecedented challenges imposed by the global pandemic. In August 2020, Vonage asked a statistically similar distribution of respondents how their communication preferences have been impacted by COVID-19.
About the research
About the research
When I call in and no one is available, but there are no other channels available to get help
When I have to repeat myself to different people
1
2
Age 40+
SMS
Email
Phone calls (mobile or landline)
9%
26%
47%
Live chat or in-app messaging
Email
Phone calls
(mobile or landline)
9%
24%
31%
Under Age 40
3
2
1
North America
Age 40+
Messaging via non-SMS apps
Phone call via messaging apps
Phone calls (mobile or landline)
12%
17%
44%
Phone call via messaging apps
Messaging via non-SMS apps
Phone calls
(mobile or landline)
11%
16%
36%
Under Age 40
3
2
1
Latin America
Age 40+
Live chat or in-app messaging
Email
Phone calls (mobile or landline)
8%
32%
41%
Live chat or in-app messaging
Email
Phone calls
(mobile or landline)
13%
21%
26%
Under Age 40
3
2
1
United Kingdom
Age 40+
Phone call via messaging apps
Email
Phone calls (mobile or landline)
11%
19%
43%
Live chat or in-app messaging
Phone call via messaging apps
Phone calls
(mobile or landline)
10%
17%
30%
Under Age 40
3
2
1
Asia & Pacific
Age 40+
Phone call via messaging apps
Email
Phone calls (mobile or landline)
6%
21%
50%
Live chat or in-app messaging
Email
Phone calls
(mobile or landline)
6%
16%
44%
Under Age 40
3
2
1
Europe, the Middle East
& Africa