SMS has taken over email as the most convenient method of communication for customers with 49% of Australians believing firms who interact via SMS appear more professional than those that do not.
A study by Podium, a B2B communication and payment platform, revealed 46% of Australians have deleted an email from a business without opening it in the past 24 hours.
The study also found that 62% have ignored an unauthorized call from a business although 44% of customers are more likely to transact with a company that uses SMS to contact them.
Podium Australia manager Dave Scheine stressed that the nation is home to millions of creative local businesses, but in a crowded market, it’s difficult to compete on price or quality.
Nearly 50% of Australians under 35 are more likely to respond to a company by text and to continue using interacting in the future, showing that younger people are more receptive to businesses who utilize SMS as a form of communication.
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Since the pandemic, consumers’ tolerance for subpar commercial communication has generally diminished.
According to the study, 57% of Australians are less likely to interact with a company if the channel is difficult, 55% would pick a company that offered convenient communication alternatives regardless if they are more expensive.
Scheine said, “Our research shows that many consumers now judge businesses based on communication, with many willing to pay more money for a more convenient experience.”
Furthermore, 36% of those polled said they didn’t think local businesses understood their shopping habits. 50% of customers would much rather text or chat with a company than call them, and 70% would rather speak with a local company that has a live person on the other end of the line than one that employs AI or bots.
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Excessive correspondence, a lack of personalisation, and a misalignment of interests are the top three factors cited by respondents from various states as reasons why they unsubscribe from a company’s marketing communications.
“Support for local business is strong and inspiring in Australia, but consumers are clearly losing patience for businesses that fail to cater to their habits and preferences,” said Scheine.
“As global economic headwinds circle, and Australian households become more cautious about their discretionary spending, every lead, interaction and sale takes on added significance for local businesses.”
Jaw de Guzman is the content producer for Comms Room, a knowledge platform and website aimed at assisting the communications industry and its professionals.
