Generation Z Consumers Most Impatient, Quickest-to-Curse, Yet Most Likely to Call Businesses of Any Demographic, Marchex Stu...
December 15 2016 - 8:51AM
Business Wire
Generation Z has surpassed Millennials as the consumer group
with the shortest attention spans who are the fastest to hang up
while on hold and the quickest to curse at customer service agents,
according to new data from Marchex, (NASDAQ: MCHX), an
advertising analytics company. Surprisingly, Gen Z also has a much
higher tendency to make old-fashioned phone calls to businesses
they’ve found online than any other age group, the study found.
Analysts from the Marchex Institute, the research and insights
arm at Marchex, examined anonymous data from more than 2.3 million
consumer phone calls to businesses throughout the U.S. in 2016. The
nationwide data found key insights for businesses eager to develop
marketing and customer service strategies for today’s youngest
group of adults, which the study defines as consumers between
the ages 18 to 24. This age bracket represents the oldest tier
of Gen Z who are now entering the workforce and starting to gain
purchasing power.
As digital natives raised to digest information rapidly across
multiple sources, Gen Z consumers seek both online and offline
options to reach businesses through texts, phone calls, social
media, e-mails and even in-store visits, according to the
study.
Specifically, the study found:
• Gen Z consumers are 60% more likely than the average
consumer to hang up if the phone is not answered within 45 seconds,
showing they may value fast, responsive customer service more than
other age groups.
• Gen Z-ers are also 30% more likely to curse over the
phone at a business than the average consumer when they feel their
needs aren’t being met. Marchex Call Analytics technology analyzed
consumers’ usage and frequency of the most common curse words in
the English language for this study.
• Contrary to popular perception, Gen
Z-ers do not prefer digital-only
interactions; in fact, this group is the most likely of any age
group to click-to-call a business from a mobile phone after
searching for that business online. For example, they are 2.6 times
more likely to actually call a wireless company, 2.5 times more
likely to call a cable company, and 1.6 times more likely to call a
hotel than the average consumer.
“Businesses tend to arrive late to the party when it comes to
understanding young adult customers,” said Sabrina Gravlee,
Analytics Manager at the Marchex Institute. “Gen Z is
fast-emerging behind Millennials with new needs and preferences,
and this data shatters the stereotype that Gen Z-ers tend to avoid
talking to businesses. The truth is Gen Z places a premium on
connecting in real time over the phone.”
Gravlee urged businesses to pay special attention
to Gen Z’s digital fluency on various devices and platforms. Most
Gen Z consumers call immediately after a digital interaction – such
as after searching for a business on their smartphones – which
illustrates the high level of comfort this demographic has in
combining online and offline actions during a purchasing process,
she said.
“Gen Z consumers can be speaking to a customer agent, research
everything that agent is saying and simultaneously tweet about how
great or awful their experience is,” Gravlee said.
“The faster businesses can understand the patterns
and preferences of Gen Z, the faster they can gain footing with
this next wave of consumer growth and ensure their own
success.”
More on this study can be found on the Marchex Blog.
About Marchex
Marchex is a mobile advertising analytics company that
connects online behavior to real-world, offline actions. By linking
critical touchpoints in the customer
journey, Marchex’s products enable a 360-degree view of
marketing effectiveness. Brands and agencies
utilize Marchex’s products to transform business
performance.
Please
visit www.marchex.com, www.marchex.com/blog or @marchex on
Twitter (Twitter.com/Marchex), where Marchex discloses
material information from time to time about the company, its
financial information, and its business.
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version on businesswire.com: http://www.businesswire.com/news/home/20161215005275/en/
For Marchex, Inc.Mark S. Peterson,
206-390-0204mark@pointerpr.com
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