“You used to call me on my cell phone,” chimes a popular Drake song. It’s an appropriate anthem for millennials. An independent study conducted by OpenMarket confirmed that, if given the choice between losing talk or text capabilities on their phone, 75% of millennials would kiss talking goodbye in favor of texting. This study mirrors the data we collected last month in our consumer survey: Customers are Texting You.
Millennials are those between the ages of 18-34 and constitute the largest group in the U.S. workforce. Reaching this demographic is critical because they are establishing relationships with brands for the first time.
According to OpenMarket’s survey, millennials are texting with businesses for a variety of purposes that span from receiving coupons to paying bills to opting-in to delivery notifications. And it’s no surprise. A 2014 Gallup poll confirmed that text messages now outrank phone calls as the dominant form of communication.
So why are millennials texting instead of answering your phone calls? Many see texting as more convenient and less disruptive. Millennial workers tend to skip the small talk and get right to the point. OpenMarket found 19% said they never check voicemails. Despite the demand for texting, only 30% of participants report receiving texts from companies they do business with.
“As the survey results reveal, companies have a massive opportunity to connect with millennials by communicating via text messaging,” OpenMarket General Manager Jay Emmet said.
Drake was certainly able to tap into the mentality of his generation (and show us how to look cool while dancing in a turtleneck). “Hotline Bling” lyrics aside, there is a huge, untapped market for texting with the future of your customer base.