Business messaging has steadily evolved from a series of individual channels siloed into specific use cases to a more interwoven solution where organisations increasingly look to offer communications platform as a service (CPaaS).
At the same time, however, the P2P behaviour of consumers, and different demographic preferences for how organisations actually contact them, has also evolved – largely driven by the growing availability and capabilities of richer channels.
Download this report to learn how digital transformation is modifying the messaging and channel behaviour, experiences and expectations of 9,750 smartphone users across 15 countries surveyed on behalf of MEF by On Device Research.
Key Takeaways
SATURATION POINT
A total of 91% of smartphone users across the 15 countries surveyed by MEF this year now receive commercial messaging. However, this number is unchanged from last year indicating that we may have reached saturation point in users, and specifically as far as Text messaging (SMS) is concerned.
Year on year, this survey has shown that users appreciate a rich mix of communication solutions – but with Email always a hot favourite for A2P. This year, however, we have seen significant decrease in the number of people who prefer to receive commercial messages via Email while there has been a significant increase in the number of people who would prefer WhatsApp.
CHANGING OF THE GUARD
The older the demographic the more likely it is to receive either Email, SMS or Phone calls while Instagram is primarily youth-focused with most messaging going to the 25-34 age group and decreasing steadily in the older demographics.
OTTs TARGET YOUNGER USERS
Spam continues to be an issue regardless of the market with 47% of all respondents receiving unsolicited messages. However, this number is down slightly from 49% in 2023 and eight of the 13 countries survey by MEF last year saw a decrease in unsolicited messages.
CUTTING BACK ON SPAM
Although instances of data harm are generally lower than last year they are still reported most on the most-used A2P channels, and WhatsApp managed to buck the trend with a 4-point rise in reported attacks perhaps due to the fact that more people are now using the OTT channel.
FRAUD STILL AN ISSUE
We are seeing an increase in positive action being taken by those affected by data harm, with examples of users engaging credit monitoring or identity theft companies, closing accounts and cancelling credit cards all on the rise.
BUT USERS ARE TAKING ACTION
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