Consumers are more worried about privacy than they were this time last year, judging by State of Social Conversational Commerce 2023, a study by Spectrm.
Of those polled, 54% are more concerned than before, while 28% say there has been no change. Only 18% are less concerned.
But that has not stopped 78% of them from messaging a brand through Facebook Messenger, Instagram or WhatsApp, or from making a purchase after doing so.
Moreover, they are willing to trade personal data for greater personalization. Can brands feel free to use this data? Consumers say:
People will even accept ads from companies they never
interacted with (including, presumably, by email).
It makes them feel:
That said, 88% are comfortable with personalized experiences if they can communicate their preferences in a privacy-safe way.
As for messaging, 65% of consumers have hit the ‘Send Message’ button on a company profile page on Instagram or Facebook.
And they have attempted to communicate with brands through these mechanisms:
Given the relatively low rate of messaging via a link in an email, there may be an opportunity here.
It’s not that Facebook, Instagram or WhatsApp are universally popular: 38% of the consumers polled have had a negative experience after messaging in one of those channels. And, of those, 77% stopped buying from the company in question.
How do consumers define a negative experience?
Mostly speed of response: 57% have abandoned purchases because the company did not act quickly enough. But 25% say the length of time doesn’t matter if they get a reply eventually.
In the end, 64% prefer messaging and 22% email.
Meanwhile, 56% don’t care if they message with a bot or a human as long as they get what they want.
Spectrm, working with Pollfish, surveyed 1000 online shoppers on January 30, 2023. Of that sample, 46% were Gen Y, 28.2% Gen Z, 19.80% Gen X and 5.3% Baby boomers.