Always connected through apps and, mainly, warns about conversations over the phone, Generation Z, which corresponds to young people born between 1997 and 2010, is the most supportive of one of the tools most used by companies for communication with clients. This was revealed by a survey from Infobip 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 enjoy interacting with famous chatbots.
The other generations are not far 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, just like 48% of respondents between 35 and 44 years old. The facilities that chatbots offer are numerous and have won over all generations. Speed in service, 24-hour availability, seven days a week and the resolution of small problems are some of the attractions of this technology, explain 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, famous in the country, it is the most used by 81% of Generation Z and has also proven to be very present among previous generations, like X and the Baby Boomers. 89% of respondents aged 45 to 54 prefer WhatsApp over other communication methods, how the email, that came in second place, and 82% of those over 55 years old as well.
It is essential for companies to know their audience's preferences well, especially among 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 points of greatest attention that has been demanded by all generations when shopping is personalization", complete
Global trend
According to data fromGenerational Messaging Trends Reportcarried out by Infobip in Brazil, United Kingdom, USA, Indonesia, India and France, 86% of respondents expect targeted and relevant communications, that should be customized according to each client's generation.
The report showed that Millennials are the most open to new communication channels, with 60% showing a willingness to shop 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 the majority of consumers", regardless of age, wants brands to interact with them like a friend through conversational channels, and they say that this will increase your loyalty, Ivan Ostojić scored, Chief Business Officer of Infobip.
In Brazil, the messages, be it via WhatsApp, email or via social media, have been the main channel used by brands to convince customers to make their purchases. 65% of respondents aged 18 to 24 have made a purchase after receiving offers from a brand through digital means. The percentages are also high for the other generations, like the 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 the Baby Boomers, with 66%, for people between 45 and 54 years old, and with 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 targeted promotions for the customer's tastes, facilitate stages of the buying journey to make it smoother, and even offer personalized products for what the customer is looking for, comment Barbara. The Infobip study indicated that 33% of all respondents see AI as a useful resource for personalized product list recommendations based on their tastes and needs.
"Regardless of the generation, customers are becoming more adept at technology. Whether with the use of AI or chatbots, companies and brands need to pay attention to market trends to provide the best experience for their target audience, who no longer likes to be bothered by calls, finalizes.
Methodology
The research, commissioned by Infobip and conducted by Broadminded, covered all regions of Brazil. The study interviewed 1071 people. Your objective 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
