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2016mobilemessagingreportThefaceofmarketingischanging;timetogetprepared.
ubisendForgrowingbusinesseslookingtointeractwiththeircustomers,ourmobilemessagingplatformenablesconversationthroughmessagingapps.Withinmessagingapps98%of
messagesarereadwithin3minutes.
www.ubisend.com
Yourcustomersexpectmore.
Theyareturning tonewmethodsofcommunication.
Theytalkwiththeirfriendsandfamily,rapidlyandfrequentlyusingmessagingapplications.Sendingpictures,videos,audio, textmessages- allforfree.
Yetwhenitcomestocommunicatingwithbusiness, theyhavetotakeastepback.
Somehow, businesshaven’treachedthesameavailabilityandimmediacyasthey’dexpect.
Thisreportshowshowyouraudiencewantstocommunicatewithyourbusiness.
Males15+yearsold
Females15+yearsold
Whodidwesurvey?
Wecastthenetwidetoreachalargedemographic
Wetriedtogetabalancednumberofrepliesfrombothconsumersandbusinessowners.
Wewantedtoaccuratelyrepresenttheexpectationsconsumershaveofbusinesses.
Surveydemographics
8.4%
36.1%
26.5%
20.5%
4.8%3.6%
15- 24yearsold25- 30yearsold31- 40yearsold41- 50yearsold51- 60yearsold61+yearsold
Enteringanewanduntested
channel
Why businessisbeingslow
Theythinkitwouldbeexpensive
TheydoubtanROIandincreased
engagement
Isthistheslowdeathofemailmarketing?
Emailtrends
0
1
2
3
4
5
6
7
8
9
13-24 25-44 45+
Percentageofu
se
Agegroup
Messagingapplications
DatacourtesyofAppAnnie
Consumersunder24useemail3.5timeslessfrequentlythanothermeansofcommunication.For25-44yearolds,it’salmost2timesless.
Q1Howwouldyouprefertomakeinitialcontactwithacompany?
69.9%
30.1%
MessagingApplication
Q2Whatdoyouthinkofthemarketingemailsyoucurrentlyreceive? 6.0%
19.3%
36.1%
24.1%
12.0%
2.4%
Theyarebad
Theyaremostlybad
Theyareoftenbad
Idon'thaveaparticularopinion
Theyareoftengood
Theyaremostlygood
Theyaregood
Emailinsights
Whenaskedwhattheythoughtofmarketingemails,notasingleperson answered“theyaregood”.
Herearesomeofthefree-fieldresponses…
“Theyaremostlyspam.Ididn’taskfortheinformation.” “Emailsshouldn't betoo
intrusive.”
“Theyareoftenrepetitiveandcontent isn’ttargetedtomeormypreviouscontactwiththecompany.”
“Tooimpersonal.Toojargon-y.Toomuchselfback-patting.”
Thebiggestissuesarethelackofpersonalisation,interactionandrelevancy.
Howdoconsumerstalktoabusiness?
Thewaywetalktocompanieshasn’tcaughtup.Westillbrowseawebsitelooking foracontactformorthecorrect“info@”emailaddress.
Weendupsearchingtheinternettolearnaboutproductsandservices.Wouldn’t itbebetterifwecouldjustaskthecompany?
Thissurveyshowedonly2.4%ofcustomersgostraighttoacompanytoaskaquestion.
There’smoretoitthanjustpreferredcommunicationchannels, theresultsalsoshowthere’sadisconnectinavailabilityexpectations.
Thefollowinganswerstellyouwhencustomersneedyou.
Thewaypeoplecommunicatehaschanged.We’vemovedfromexpensiveandshortSMStofree, richmedia,instantmessages.
Q3Beforebuyingsomething,howdoyoudoresearch?
63.9%
2.4%
28.9%
4.8%
Researchonmyown(googleetc)
Italkdirectlytothecompany
Both,butresearchfirstthentalktocompany
Both,buttalktocompanyfirstthenresearch
Q4Abusinessshouldrespondtome 24hoursaday,7daysa week
22.9%
27.7%16.9%
28.9%
3.6%
Stronglyagree
Agree
Undecided
Disagree
Stronglydisagree
Consumerresearchinsights
Over50%ofpeoplesurveyedsaiditisimportantforabusinesstobeavailable,contactableandrespondingpromptly24hoursaday,7daysaweek.
Thereisanexpectationfortheinstantaneityandavailabilitytheconsumerexperienceswhentalkingwithpeerstoalsohappenwithcompanies.
Anemailto“[email protected]”simplyisn’tgoodenoughanymore.
IsSMSstillaviableoption?
CompanieshaveusedSMSforalongtime.
ThinkoftheSMSyou’vereceived;appointmentreminders,deliverynotifications,Fridaynightpizzapromotionsetc.
ThefollowingtwoquestionsgavegreatinsightastowhetherconsumerswanttouseSMStotalktoacompany.
SMSisstillwidelyusedasawaytosendshortmessageswhentheinternetisn’tavailable.
Q5Assumingbotharefreeandpossible,howwouldyourathertalktoabusiness?
65.1%
34.9%
Phonecall
SMS
Q6Assumingbotharefreeandpossible,howwouldyourathertalktoabusiness?
80.7%
19.3%Websiteonlinechat
SMS
Q7“BusinessesshouldbeavailableandcontactableviaSMS” 10.8%
37.3%
28.9%
19.3%
2.4%
Stronglyagree
Agree
Undecided
Disagree
Stronglydisagree
SMS insightsComparedtomakingaphonecall,SMSismoreappealingtomorethanathirdofthepeoplewesurveyed.Why?
SendinganSMSrequireslittleeffort,provideshighanonymityandlittlesocialcommitment.Aphonecallhaspotentialtobeputonhold,findingtherightdepartmentandtalkingtosomeone.
WhenofferedthechoicebetweenSMSorwebsiteonlinechat,over80%ofpeoplepickedonlinechat.Why?
Itrequireslittlesocialinteraction,providesmuchanonymityandnocommitment.
Almost50%ofconsumerssurveyedsaidtheytheythinkbusinessesshouldbecontactableviaSMS.
Theriseofthemessagingapplications
Consumerscanconnectandchatwithpeersusingmessagingapplicationsinstantlyandforandfree.
Theworldhasmovedonfromtextmessages,toselfiesandconcertvideossentacrosstheworldatnocost.
Surelythismusthavehadatremendous impactonhowconsumerstalkwithcompanies?Wrong.
Fewbusinesseshaveinvestedinmobilemessagingapplicationsasaviablecommunicationchannel.
Thereisstilla‘fadmentality’,withdoubt thatconsumerswanttotalktobusinessthisway.
Thefollowinganswershelpendthatmentality.
Increasingsmartphone functionalitywithgreaterinternetcoveragemeanstherearenow2.1billionmessagingapplicationusers.
Q8Assumingbotharefreeandpossible,howwouldyourathertalktoabusiness?
50.6%
49.4%
Aphonecall
Messagingapplication(FBMessenger,Whatsapp,WeChat,Lineetc.)
Q9Assumingbotharefreeandpossible,howwouldyourathertalktoabusiness?
54.2%
45.8%
Messagingapplication(FBMessenger,Whatsapp,WeChat,Lineetc.)
Q10“Businessesshouldbeavailableandcontactableviamessagingapplications”
21.7%
42.2%
25.3%
8.4%
2.4%
Stronglyagree
Agree
Undecided
Disagree
Stronglydisagree
Messagingapplicationinsights
49.4%ofthepeoplewesurveyedsaidtheywouldratheruseamessagingapplicationtocommunicatewithabusinessthanaphonecall.
InthesamewaywesawinterestinSMSoverphonecalls,formessagingapplicationstheappealisevenhigher.ThisisprobablybecauseusingmessagingapplicationsisnowmorepopularwithconsumersthansendinganSMS.
Over60%ofconsumersbelievebusinessesshouldbeavailable,contactableandresponsive throughmessagingapplications.
Finalthoughts
Thissurveyshowedthecurrentstateofcommunicationbetweenbusinessesandconsumers.
Thereisdisparityinmedium,channelsandfrequencyofcommunicationbetweenconsumertoconsumercomparedwithconsumertobusiness.
Consumersarespoiltwithinstantaneityinpeertopeercommunicationwhichisnotmatchedintheircommunicationwithbusiness.
Thetrend inmobilemessaging isstabilisingandnotgoinganywhere.
Bycombining bothSMSandmessagingapplications asamethodofcommunication,businessescanoffer theexperiencetheircustomersareexpecting.
Ubisendisthefirstubiquitousmobilemessagingplatform.OurpowerfulsolutionallowsbusinessesandNGOstogathersubscribersandcommunicatewiththemthroughmessaging
applications(FBMessenger,Telegram,Line,SMS,etc.),allfromoneplace.
Thecompany’spatentpendingtechnology,comprehensivefeatures,andexpertguidancearehelpingbusinesseslikeyourstoconquertheemergingandexcitingchannel
ofmobilemessaging.
Visitwww.ubisend.com orreadourblogatwww.ubisend.com/blog
Call:+448000096180FBMessenger:ubisendWebsite:www.ubisend.com
Moreinsightsat:www.ubisend.com/blog
Readsomecasestudiesat:www.ubisend.com/case-studies
Moreinformationabouttheplatformat:www.ubisend.com/features