Email is the preferred communication channel of consumers: 52% choose it, versus a distant 17% for text and 14% for online accounts.
But young people are not as fond of it as their elders, according to the 2022 Digital Communications Market Study, a new report from Idomoo.
The rate of email preference varies greatly by age cohort:
Despite all that, the study seems more focused on showing the growing popularity of video.
Of those polled, 62% want more video, but 74% rarely or never receive it.
The study also found that video is the preferred medium for brand communications, especially among Gen Z and high-income earners.
For instance, 40% of Gen Z and 61% of the high earners, who presumably are older, are most likely to want personalized video.
In addition, 59% of Gen Z and 47% of high earners are most likely to desire video interactivity. And 69% of Gen Z and 33% of high earners want videos they can customize.
The similarity is also seen in trust in brands.
Overall, 55% of consumers trust brands to keep their data secure, versus 16% who don’t trust them, 26% who are neutral and 4% who don’t know. And 72% will share data in return for personalization.
Gen Z and millennials are 20% more likely to share information, and high earners are 25% more likely.
It could be that Gen Z and the high earners feel more free to let their imaginations wander.
When do people expect a brand to understand their needs and interests and tailor content for them? They say:
And how should brands show they understand customers? They expect to be recognized by:
Meanwhile, 71% more people saw an increase in personalized brand communications since the pandemic began, versus those who said they did not see an increase. Americans were 20% more likely to note an increase.
Continuing the country comparison, 30% of UK consumers don’t feel valued by brands, compared to 20% in the U.S.
Can this be the reason? Only 13% of UK consumers have ever received a personalized video, compared to 22% in the U.S.
On behalf of Idomoo, Arlington Research surveyed 2,000 consumers in the U.S. and UK in January 2022. These respondents have a relationship with a brand. High earners are defined as those with $150,000+ annual income in the U.S., and £75,000 in the UK.