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Generation Z Consumers Most Impatient, Quickest-to-Curse, Yet Most Likely to Call Businesses of Any Demographic, Marchex Study Finds
Analysts from the
As digital natives raised to digest information rapidly across multiple sources, Gen Z consumers seek both online and offline options to reach businesses through texts, phone calls, social media, e-mails and even in-store visits, according to the study.
Specifically, the study found:
• Gen Z consumers are 60% more likely than the average consumer to hang up if the phone is not answered within 45 seconds, showing they may value fast, responsive customer service more than other age groups.
• Gen Z-ers are also 30% more likely to curse over the phone at a business than the average consumer when they feel their needs aren’t being met. Marchex Call Analytics technology analyzed consumers’ usage and frequency of the most common curse words in the English language for this study.
• Contrary to popular perception, Gen Z-ers do not prefer digital-only interactions; in fact, this group is the most likely of any age group to click-to-call a business from a mobile phone after searching for that business online. For example, they are 2.6 times more likely to actually call a wireless company, 2.5 times more likely to call a cable company, and 1.6 times more likely to call a hotel than the average consumer.
“Businesses tend to arrive late to the party when it comes to understanding young adult customers,” said Sabrina Gravlee, Analytics Manager at the Marchex Institute. “Gen Z is fast-emerging behind Millennials with new needs and preferences, and this data shatters the stereotype that Gen Z-ers tend to avoid talking to businesses. The truth is Gen Z places a premium on connecting in real time over the phone.”
Gravlee urged businesses to pay special attention to Gen Z’s digital fluency on various devices and platforms. Most Gen Z consumers call immediately after a digital interaction – such as after searching for a business on their smartphones – which illustrates the high level of comfort this demographic has in combining online and offline actions during a purchasing process, she said.
“Gen Z consumers can be speaking to a customer agent, research everything that agent is saying and simultaneously tweet about how great or awful their experience is,” Gravlee said. “The faster businesses can understand the patterns and preferences of Gen Z, the faster they can gain footing with this next wave of consumer growth and ensure their own success.”
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For Marchex, Inc.
Mark S. Peterson, 206-390-0204