November 3, 2015 – Despite the impact of the digital revolution, more than half of consumers in New York prefer to receive information over the phone rather than going online, research has revealed.
The study of 2,234 US respondents, conducted by audio branding specialist PH Media Group, found 51 per cent of people in the state favour the phone when searching for basic information on a company, such as opening hours or details of products and services.
This result might come as a surprise, given Americans spend an average of 11 hours each day using electronic media but older generations are particularly fond of the phone.
Across the US, 57% of 55 to 64-year-olds and 53% of 45 to 54-year-olds prefer calling over using the internet, compared to less than half of 35 to 44-year-olds (49%), 25 to 35-year-olds (45%) and 18 to 24-year-olds (42%.
“Although we have entered a digital age, the results of this study suggest people still prefer the reassurance of being able to pick up the phone to receive a direct answer to queries they have about a particular business,” said Mark Williamson, Sales and Marketing Director, PH Media Group.
“As such, it provides a clear message to businesses in New York that they should not neglect traditional methods of communication. Large amounts of budget are devoted to ensuring websites are eye-catching, responsive and provide a positive user experience but call handling practice must also meet the same standards.
Further results revealed more than two-fifths of consumers (43 per cent) in New York actually prefer to receive information quickly via an on-hold message rather than speaking to a customer service advisor.
This trend is particularly strong among younger generations. Almost half of 18 to 34-year-olds (49 per cent) in America prefer to receive information via an on-hold message, compared to 32 per cent of people aged over 35.