Study: Gen Z Prefers Social Media To Email And Phone When Buying

Gen Z consumers would rather engage with brands on social media than through traditional means like email, according to 7 Key Consumer Expectations Impacting Social Media Success Today, a study released Tuesday by Emplifi, conducted by Harris Interactive. 

Yet 70% are dissatisfied with the treatment they get on social media when purchasing. In contrast, 59% of millennials and Gen X feel the same way. 

Overall, only 40% of consumers feel they are getting an excellent customer experience on social. And 62% say they are not. 

Social shoppers value a speedy response — 52% expect replies to questions within an hour. Bur 39% say they typically have to wait for more than two hours. 

When asked to pick a single item that drives brand perception, 29% cited 24/7 customer service availability and 28% quick response times. 

Moreover, 56% feel that customer service quality has a large impact on brand perception. 

Social seems to be the channel of choice for just about everyone, including 30% of Gen Zers, 24% millennials and 20% of Gen X. 

In contrast, only 12% of Gen Z consumers prefer other means of engagement, including visits to a physical store, telephone, email, website chat or website contact form,, the median data shows.  

Gen Z would rather engage on social media “compared to other methods like contacting them by phone, email, or visiting a physical store,” the study states.

Over 40% of shoppers now engage with brands on social media. They use—or would like to use—social for asking questions prior to a purchase (68%), make a purchase (64%) and get post-purchase customer support (59%). 

Harris Interactive surveyed 1,064 U.S. consumers in November 2021.

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