Two-Thirds of Gen Z favor text messaging over email during ecommerce interactionsSurvey findings from Mitto announced at Collision highlight necessity for omnichannel communications support in ecommerce Zurich, Switzerland – June 22, 2022 – Mitto, a leading provider of global omnichannel communications […]
Survey findings from Mitto announced at Collision highlight necessity for omnichannel communications support in ecommerceZurich, Switzerland – June 22, 2022 – Mitto, a leading provider of global omnichannel communications solutions, today announced the results of a survey that explored consumer behaviors and communication preferences when interacting with ecommerce brands. The survey revealed that 90% of consumers find it important for brands to interact with them on their preferred channels, whether that is SMS, social media or chat apps. As ecommerce brands work to meet consumers’ mobile commerce and payments demands, the research shows they can benefit from integrating fintech solutions and an omnichannel strategy that enables immediate and seamless interactions on a variety of communication channels. Mitto found that the type of interaction the customer is having with a brand influences the preferred communications channel. For quick questions or confirmations, including two-factor authentication (2FA), 46% of survey respondents favored text messaging over email. This number was even higher when looking at Generation Z and Millennials as more than two-thirds preferred SMS. “The level of communication that consumers are requiring from brands can only be completed successfully with a full omnichannel strategy,” said Andrea Giacomini, CEO of Mitto. “Through the use of omnichannel communications, ecommerce brands can meet customers where they are already spending their time. By going one step further and integrating fintech and payment tools that already leverage popular digital communications channels like SMS and WhatsApp, ecommerce brands can deliver a positive experience throughout the consumers’ entire journey.”
Fintech solutions enable fast and secure ecommerce paymentsThe option for real-time payments is important to more than 40% of consumers. Similarly, third-party integration within payment platforms, including PayPal or Apple Pay, is vital as this made it more likely that 41% of consumers would make a purchase. But these payments need to be immediate and secure, which brands can facilitate via SMS and other digital channels: Key findings:
- Speed is especially critical when it comes to 2FA as 58% of consumers expect a 2FA text message immediately and if they have to wait to receive this, 41% would consider abandoning their purchase.
- 86% of individuals would prefer that brands confirm their identities for large purchases, with 47% wanting confirmation for all purchases greater than $200.
- More than half believe SMS is the best way to communicate during these confirmation exchanges.