Key Factor for all Ages is Providing Beneficial Information and Personalized Content in a Convenient Way
Despite widespread negative perceptions of robocalls and SPAM email, large numbers of U.S. adults are reporting benefits from automated communications, especially younger generations.
A recent study conducted by Harris Interactive® and sponsored by Varolii Corporation shows the key to receptivity is delivering relevant, personalized information that consumers actually want.
This is particularly important because adults also indicated they are increasingly overwhelmed with the number of messages they receive and are less likely to respond to generic notifications that offer no personalized benefit.
The study found that the vast majority of consumers value automated personalized reminders.
A whopping 96 percent reported they’d find an automated phone call or message to confirm their doctor's appointment, notify them about a package ready for pick up, or even remind them to pay their credit card bill beneficial.
By contrast, only 10 percent of adults consider a generic message about a political campaign or mortgage refinance offers to be very beneficial.
The Data Divide: Generation Y Embracing More Automated Information than Seniors or Boomers
The most striking contrast among adults shows there is a far greater acceptance of unsolicited phone calls and messages by younger generations than older ones. The trend is particularly strong among "digital natives"— individuals ages 18 to 34, who are more likely to be technology savvy.
For example:
-More than 60 percent of digital natives consider reminders to pay credit card bills to be at least somewhat beneficial (63 percent). Among adults over 55, that number drops nearly 25 percentage points. -More than three-fourths of adults over 55 are likely, very likely or extremely likely to hang up on a caller they don’t know (76 percent), while that number drops to 53 percent among 18 to 34-year-olds.
-Digital natives are also more open to political campaign calls than those over age 55. Twenty-one percent of 18 to 34-year-olds would find them beneficial vs. 8 percent of those over 55. Among 35 to 44-year-olds, 11 percent report these calls as being beneficial.
-On offers to refinance their mortgage, 18 to 34-year-olds were five times more likely to consider these calls beneficial, compared to those over age 55 (15 percent and 3 percent, respectively).
-When asked how they’d prefer to be contacted to refill a potentially embarrassing prescription, of those adults who receive emails, text messages and phone calls, 39 percent of 18 to 34-year-olds would prefer getting an automated phone call, vs. 17 percent who would prefer speaking to a human being. By comparison, the number of adults who would prefer getting an automated call dropped to 12 percent among those over age 55.
Communication Fatigue is Real and Inhibits Consumer Response
While the overall findings of the study show consumers do welcome some unsolicited messages, the results also point out that generic messages with no perceived value are not only ineffective, they can actually irritate and alienate the very people they’re trying to reach.
According to a recent Forrester report, 85 percent of the consumers surveyed by Forrester use at least one technology or service to avoid marketing messages ("Marketers: Stop the Abuse! Adopt Preference Management," Forrester Research, Inc., July 22, 2009). And the problem is growing.
Additional findings from the survey include:
-More than one third of online adults are inundated by hundreds of messages on a weekly basis, usually receiving more than 50 messages on any given day.
-More than 75 percent would hang up on a caller if they considered the information not relevant or important to them. Among respondents over age 55, that number is even higher at 83 percent.
-Consumers are just as likely to be irritated by an unsolicited call as by someone cutting in front of them while standing in line – respondents of all age groups were evenly split when asked which was more annoying.
"Organizations trying to cut through the clutter need to deliver information that’s both personalized and relevant beyond just including the recipient’s name in a generic message," said Jeffrey Read, EVP of Field Operations at Varolii. "And for those who count younger adults among their customers or employees, it’s even more important to recognize that younger generations can and should be treated differently for greater response."
The study was conducted online by Harris Interactive from September 20 to October 2, 2009, among 2,309 adults.
About Varolii Corporation
Varolii is the market and technology leader in proactive outbound communications. Its on-demand communication software and services help organizations more effectively reach and interact with their customers and employees, getting the best result from every interaction.
By automating the processes required for personalized communications such as flight cancellation notices, fraud detection alerts and prescription pick-up reminders, Varolii helps its clients reduce operational costs, increase contact center efficiency, and get more out of their existing IT investments.
More than 380 companies, including many of the largest U.S. banks, airlines, wireless carriers, utilities, and healthcare organizations trust Varolii to send 4 million communications every business day. Varolii is headquartered in Seattle with offices in the Boston and Denver metropolitan areas.
For more information, visit www.varolii.com .
About the Survey
The study was conducted online within the United States by Harris Interactive on behalf of Varolii from September 30 to October 2, 2009, surveying 2,309 adults ages 18 years and older.
The survey data are weighted to represent the adult population.
This online survey is not based on a probability sample, and therefore, no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Varolii Corporation.
About Harris Interactive
Harris Interactive is one of the world’s leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight.
Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods.
Serving clients in over 215 countries through our North American, European, and Asian offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what’s next.
For more information, please visit www.harrisinteractive.com .
Seattle - 15 December 2009
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