Always connected through apps and, mainly, averse to phone conversations, Generation Z, which includes young people born between 1997 and 2010, is the most adept at using one of the tools most utilized by companies for communication with customers. This was revealed by a survey conducted by Infobip across all regions of Brazil. According to the global cloud communication platform study, 50% of respondents aged 18 to 24 said they enjoy interacting with famous chatbots.
Other generations are not left behind when the preference is to talk to robots, as is the case with Millennials, born between 1981 and 1996. 46% of respondents aged 25 to 34 enjoy interacting with chatbots, as do 48% of respondents aged 35 to 44. "The facilities that chatbots offer are numerous and have captivated all generations. Speed in service, 24/7 availability, and the resolution of small issues are some of the attractions of this technology," explains Bárbara Kohut, Latam product specialist at Infobip.
When it comes to the favorite channel for communication with companies, WhatsApp is at the top of the favorites. The messaging app, popular in the country, is used by 81% of Generation Z and has also been very present among older generations, such as Generation X and Baby Boomers. 89% of respondents aged 45 to 54 prefer WhatsApp over other means of communication, such as email, which ranked second, and 82% of those over 55 also prefer it.
"It is essential for companies to understand their audience's preferences well, especially across different age groups, to make the customer journey more satisfying. This way, it is possible to retain older customers and also attract new ones," explains Bárbara. "One of the most emphasized points that has been demanded by all generations when shopping is personalization," she adds.
Global trend
According to data fromGenerational Messaging Trends ReportCarried out by Infobip in Brazil, the United Kingdom, the 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. Already 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 like a friend through conversational channels, and they say this will increase their loyalty," said Ivan Ostojić, Chief Business Officer of Infobip.
In Brazil, messages, whether via WhatsApp, email, or social media, have been the main channel used by brands to persuade customers to make their purchases. 65% of respondents aged 18 to 24 have already made a purchase after receiving offers from a brand through digital channels. The percentages are also high for the other generations, such as 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 increasing prominence. With the correct application of technology, it is possible to improve the offering of targeted promotions tailored to the customer's preferences, facilitate stages of the purchasing journey to make it more seamless, and even offer personalized products based on what the customer is seeking," comments Bárbara. Infobip's study showed that 33% of all respondents see AI as a useful resource for personalized product list recommendations tailored to 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 stay updated on market innovations to provide the best experience for their target audience, who no longer likes to be bothered by calls, he concludes.
Methodology
The survey, commissioned by Infobip and conducted by Broadminded, covered all regions of Brazil. The study interviewed 1071 people. Your goal was to investigate consumer behavior regarding interactions through messages, emails, and other mechanisms used for communication with the customer. Other research topics included the use of artificial intelligence to improve service technologies. The survey was conducted through an online panel in July 2024.
