As consumers, what do millennials think of voice?
It’s difficult to avoid the debate around millennials’ behaviour – turn on the national news, tune in to the radio or browse the Internet and you’ll find people pondering over how millennials behave as consumers, how they deal with new technologies and how to influence them.
It’s loosely understood that millennials are those ‘born in the age of the Internet’, although Pew Research Center defines adult Millennials as today’s 18 to 33 year olds, born between 1981 and 1996. Consumers within this age range are generally more receptive to social recommendations than word of mouth, as they are often short on time and value fast answers when considering making a purchase online.
Our data shows that 70% of respondents say that speaking to someone on the phone gives them peace of mind and confidence they will get what they want. So where do millennials fit in? Interestingly, millennials tend to be more sceptical of deals than older audiences and value double-checking facts, with 43% of 16-24 year olds saying that although they do all their research online, they value speaking to someone to verify information.
Another reason the 16-34 age group value the human voice is down to the simple fact that they are often in a hurry and like to receive answers to questions straight away. This is evidenced by 57% of those aged between 16 and 34 saying that they are indeed often short of time and value speaking to an operator.
The research shows that younger age groups of 16-34’s are happier for search history to be used as they recognise it would save time and hassle and if millennials receive great customer service, they are most likely to share their positive experience through word of mouth as well as social media.
These digital natives provide a very exciting opportunity for brands in the future – when you consider all the above factors, you have the future of brand advocacy at your fingertips.