We rarely get to see any research done on a sample of over 153 billion anything. This research and analysis (Infobip) has just been done on so many messages sent across different platforms.
It is clear that recently customers increasingly want (expect) faster flow of information, 1-on-1 communication with their favorite brands as well as real-time problem solving. Accordingly, a more personal approach to consumers as well as customer support available 24/7 have become a matter of course.
Although AI chats have been around for a while, they seem to have only recently seen an expansion. The latest advancements in technology have improved messaging apps, making it easier for customers and brands to connect. The popularity of messaging applications is expanding; Compared to 2021, WhatsApp has reached an 80% growth in sent messages.
However, even though more and more customers are choosing to chat with their favorite brands, traditional communication channels still play a key role in customer communication – SMS interactions used by brands to communicate with consumers are up 75%, while email communication is up 91%.
The following numbers show that these messaging trends are in great expansion:
- 134% more WhatsApp interactions in banking and finance
- more email interactions in retail and e-commerce
- As much as 1062% increase in RCS ( Rich Communication Services – SMS with additional capabilities independent of the Internet) interaction within telecommunications
- 428% more Messenger interactions in transport and logistics
With the development of 5G and 6G networks, as well as the development of platforms that the Metaverse (the concept of a permanent, online, 3D universe combining multiple different virtual spaces) heralds, we expect to see a new world of B2C (business to consumer) interaction in the next few years.
B2C interaction will continue its development in the domain of our favorite channels, applications and platforms in the coming years.
Trends in B2C communication channels