How consumers prefer to communicate with brands [HubSpot Blog Survey]


All customers have different communication preferences regarding the brands they like. Some may want to call the company to find out more about what it offers, while others may start a chat conversation.

Because your goal is to create a user experience that speaks to customer needs, you want to know which channels they prefer.

Read on to discover a new insight into the HubSpot blog about customers ’communication preferences with their favorite companies.

Statistics of customer communication preferences

How customers prefer to learn about products

The HubSpot Blog survey asked respondents how they like to work with companies when looking for information about a product or service.

46% said they prefer to review its content (videos, commercials, blog posts, pictures, etc.), 15% monitor or visit its social media accounts, and 9% go to the company’s physical store and read reviews online review sites or social networks. media pages.

a graph showing the communication settings of customers to get to know companies

Data source

1. Review the content

Audiences mostly prefer to review the content published by your company, so it is essential that you address this desire in your marketing strategy by creating useful content that your audience is looking for.

With this advice, it’s important to also be aware of the channels your audience uses the most so you can meet them on their favorite media. for example Gen Spends most of his time on YouTubeand 47% research products they are interested in on the platform, followed by Instagram, Snapchat, then TikTok.

2. Social media

When it comes to social networks, 56% consumers are influenced by posts shared by friends and family to find ideas. Furthermore 54% Generation Z customers and 58% of millennials agree that social platforms are better than online searches to find new products.

3. Read opinions

When it comes to reading reviews, a Stackla report 2021 found that UGC, whose types are ratings, is 8.7 times more influential than influential content and 6.6 times more influential than branded content. 56% of people also reported leaving an e-commerce store without a purchase because the site did not contain any customer reviews or photos.

How customers prefer to communicate with the company

When contacting a company online, respondents preferred to send a message to a human representative from your company (45%).

a graph showing customer preferences to reach a business online

Data source

This is a key statistic to be aware of given the rise of chat rooms. While the AI-powered tool is undoubtedly useful, customers tell us they don’t want you to redirect your entire messaging strategy to an automated tool.

However, the second biggest advantage is the mix of chatters and human representatives. So even though clients want to talk to a person, you can combine both tools in your strategy. When you take advantage of a combination of both, strive to make bots complement the human experience. For example, a bot may initiate a conversation and gather information to transfer a client to the agent who is best equipped to provide a solution.

Customers are also fine with simply using chat rooms for routine and simple tasks such as tracking orders, checking balances or balances, or changing orders.

Customers prefer automated interactions for simple tasks-1

Image source

Looking ahead

As a business, it’s important to align sales methods with the ways people want to buy. Take advantage of insights from this HubSpot Blog survey to ensure you are chatting with current customer preferences and meeting them on their favorite channels.

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