3 Surprising Reasons Millennials Still Value Voice
It’s difficult to avoid the ongoing debate around the behavior of Millennials – turn on the national news, tune in to the radio or browse the Internet and you’ll find millions of people pondering over how Millennials behave as consumers, how they deal with new technologies and how best to influence them.
The Pew Research Center defines Millennials as today’s 18 to 33 year olds, accounting for nearly $600 billion of annual retail spend in the US alone. While it may seem like the natural order of things for this generation (the first born into a world filled with computers), to make most of their purchases online, there’s still a place for voice in their lives. Here are three reasons why Millennials still value voice:
- Real-Time Response
Millennials are accustomed to instant gratification. They want their food fast and their information faster. The main reason this age group values the human voice is simply that they are often short on time and like to receive answers to questions right away, with 45% citing this as a reason why they value speaking to an operator. Additionally, 50% do not mind their search history being used to bridge their online and offline communications through call tracking analytics, as they recognize that it saves them time and hassle.
- Information Overload
Think the Internet is the fastest way for Millennials to obtain product information? Think again. The information age has brought with it a massive amount of data that has become impossible for the average consumer to sort through. As of December 2013, there were 14.3 trillion live webpages on the Internet, totalling more than one Yotta-byte of data (1 Yotta-byte = 1,000,000,000,000,000,000,000,000 bytes). Therefore, it’s often much faster to rely on the specialized knowledge of an operator for information than to wade through countless websites on the subject that may offer inaccurate information.
- A Sense of Security
It’s that risk of inaccurate online information that worries Millennials the most. Our data shows that 74% of survey respondents say that speaking to someone on the phone gives them the peace of mind and confidence that they will get what they want. While 64% of Millennials say that although they do all of their research online, they value speaking to someone over the phone to verify information prior to making a purchase.
Being that 67% of Millennials that receive great customer service are likely to share their positive experience through word of mouth, it’s imperative for brands to address the needs of this consumer group. By communicating with them via their preferred channels, online and off and by utilizing advances in call-based marketing analytics to provide a seamless customer experience, brands can solidify valuable long-term relationships with this key demographic.
Read our full whitepaper here to find out more about how voice is the new relationship milestone.
Heather Overley Wednesday, 19 November 2014. Posted in US Blog