The preferences held by different audience groups for how they communicate with brands on digital channels have been laid bare by the latest report from Latana Brand Tracking. In their Digital Communication Report 2022, they surveyed over 1000 consumers from across the US to find out how brands should interact with their target audiences over email, social media, web-based chat, and phone calls.
The report uncovers some key differences between generations, particularly around the burgeoning possibilities for brands to engage with younger audiences over social media. For example, not only do 46% of Gen Z consumers prefer to be contacted over social media compared to just 26% of Baby Boomers, but around 40% also value brands that foster parasocial relationships by sharing memes and jokes on this channel.
While many of the report’s findings fall in line with preconceptions of different generations, it also paints a more nuanced picture that reveals the growing influence of newer channels — such as social media — over more traditional communication methods, such as phone calls. Even for older generations, a growing share is, to a surprising degree, happy to communicate with brands in new ways, covering a diverse range of topics, on channels that were typically regarded as the domain of younger generations.
Despite this, the report confirms that consumers from all audience types are, more than anything, focused on how their interactions with brands can benefit them — whether they’re seeking assistance or signing up to a newsletter.
The report also delves into the diverging preferences of consumers with different levels of education, as well as males and females to provide a more detailed picture of how different brands should approach this topic depending on their target audience.
The full report can be downloaded at https://latana.com/reports/digital-communication-report-2022/