Always connected through apps and especially averse to phone conversations, Generation Z, corresponding to young people born between 1997 and 2010, is the most adept at one of the most used tools by companies for communication with customers. This was revealed by an Infobip survey conducted in all regions of Brazil. According to the study by the global cloud communication platform, 50% of respondents aged 18 to 24 said they like to interact with the famous chatbots.
Other generations are not far behind when it comes to talking to robots, as is the case with Millennials, born between 1981 and 1996. 46% of respondents aged 25 to 34 like to interact with chatbots, just like 48% of respondents aged 35 to 44. “The conveniences that chatbots offer are countless and have won over all generations. Quick service, 24/7 availability, and solving small problems are some of the attractions of this technology,” explains Bárbara Kohut, Latam product specialist at Infobip.
But when it comes to the favorite channel for communication with companies, WhatsApp is at the top of the list of favorites. The messaging app, popular in the country, is used by 81% of Generation Z and also very present among previous generations, such as X and the Baby Boomers. 89% of respondents aged 45 to 54 prefer WhatsApp over other means of communication, like email, which ranked second, and 82% of those over 55 years old as well.
“It is essential for companies to know their audience’s preferences well, especially across different age groups, to make the customer journey more satisfying. In this way, it is possible to retain older consumers and also attract new ones,” details Bárbara. “One of the most attention-grabbing points required by all generations when shopping is personalization,” she adds.
Global trend
According to data from the Generational Messaging Trends Report conducted by Infobip in Brazil, the UK, USA, Indonesia, India, and France, 86% of respondents expect targeted and relevant communications, which should be personalized according to each customer’s generation.
The report showed that Millennials are the most open to new communication channels, with 60% willing to make purchases through chatbots. On the other hand, 83% of Generation Z expects brands to understand them as individuals, with 65% wanting a two-way dialogue with companies. “Our research shows that most consumers, regardless of age, want brands to interact with them as a friend through conversational channels, and they say this will increase their loyalty,” pointed out Ivan Ostojić, Chief Business Officer of Infobip.
In Brazil, messages, whether through WhatsApp, email, or via social networks, have been the main channel used by brands to convince customers to make their purchases. 65% of survey respondents between 18 and 24 years old have made a purchase after receiving offers from a brand through digital means. Percentages are also high for other generations, like Millennials, with 69% and 73% for those between 25 and 34 years old, and between 35 and 44 years old, respectively, and for Generation X and Baby Boomers, with 66% for people between 45 and 54 years old, and 60% for people over 55 years old.
“In this context, artificial intelligence has been gaining more and more prominence. With the correct application of technology, it is possible to improve the offer of promotions tailored to the customer’s preferences, facilitate steps of the purchasing journey to make it smoother, and even offer personalized products for what the customer is looking for,” comments Bárbara. The study by Infobip found that 33% of all respondents see AI as a useful resource for recommending personalized product lists for their tastes and needs.
“Regardless of the generation, customers are becoming more adept with technology. Whether through the use of AI or chatbots, companies and brands need to be aware of market innovations to provide the best experience for their target audience, which no longer likes to be bothered by calls,” concludes.
Methodology
The research, commissioned by Infobip and conducted by Broadminded, covered all regions of Brazil. The study interviewed 1071 people. Its aim was to investigate consumer behavior regarding interactions through messages, emails, and other mechanisms used for customer communication. Other topics of the research included the use of artificial intelligence to enhance service technologies. The research was conducted through an online panel in July 2024.
