Always connected by applications and, especially, averse to conversations over the phone, Generation Z, which corresponds 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 of the global cloud communication platform, 50% of respondents between 18 and 24 years said they like to interact with the famous chatbots.
The other generations are not behind when the preference is to talk to robots, as is the case of Millennials, born between 1981 and 1996. 46% of respondents between 25 and 34 years like to interact with chatbots, as well as 48% of respondents between 35 and 44 years. “The facilities that chatbots offer are numerous and have conquered every generation.Speedness in service, availability 24 hours a day, seven days a week and the resolution of small problems are some of the attractions of this technology, explains Infobam from Kohobutam Latobara.
When the subject is the favorite channel for communication with companies, WhatsApp is at the top of the darlings. The messaging application, famous in the country, is the most used by 81% of generation Z and has also been very present among previous generations, such as X and Baby Boomers. 89% of respondents between 45 and 54 years prefer WhatsApp to other media, such as email, which ranked second, and 82% of those over 55 years old as well.
“It is essential that companies know well the preferences of their audience, especially among different age groups, to make the customer journey more satisfactory. In this way it is possible to retain older consumers and also win new”, details Barbara. “One of the points of more attention that has been required by all generations when making purchases is the personalization”, he adds
Global trend
According to data from Generational Message Trends Report conducted by Infobip in Brazil, UK, USA, Indonesia, India and France, 86% of respondents expect targeted and relevant communications, which must be customized according to the generation of each customer.
The report showed Millennials are the most open to new channels of communication, with 60% demonstrating they are willing to shop through chatbots.Gen Z 83% already expects brands to understand them as individuals, with 65% wanting a two-way dialogue with businesses. “Our research shows that most consumers, regardless of age, want brands to interact with them as a friend through conversational channels, and say this will boost their” loyalty, said Ivan Ostoji, Chief Business Officer at Infobip.
In Brazil, messages, whether by 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 have already made a purchase after receiving offers from a brand by digital means. The percentages are also high for other generations, such as Millennials, with 69% and 73% for those between 25 and 34 years, and between 35 and 44 years, respectively, and for Generation X and Baby Boomers with 4 to 5 years with 16 to 5, with 6 years with 16.
“In this context, artificial intelligence has gained more and more prominence. With the correct application of technology, it is possible to improve the offer of promotions targeted to the tastes of the customer, facilitate stages of the purchase journey to make it more fluid, and even offer personalized products for what the customer seeks”, comments Barbara. The Infobip study pointed out that 33% of all respondents see in AI a useful resource for recommendations of product list customized to their tastes and needs.
“Independent of the generation, customers are becoming more adept at technology.Whether with the use of AI or chatbots, companies and brands need to be aware of the market news to provide the best experience for their target audience, who no longer like to be harassed by” calls, he concludes.
Methodology
The survey, commissioned by Infobip and conducted by Broadminded, covered all regions of Brazil. The study interviewed 1071 people. Its objective was to investigate consumer behavior regarding interactions through messages, emails and other mechanisms used for customer communication. Other research topics included the use of artificial intelligence for the improvement of customer service technologies.The survey was conducted through an online panel in July 2024.
