Consumer preferences for communications have changed. According to recent data, 60% of EU clients prefer texting over email or phone conversations. In the US, it is a little over 50%. Why? Because it is quicker and more convenient.

Private messaging has a tremendous influence on brand affinity and revenue, according to Spectrum CEO Max Koziolek. Their research found that many firms restrict their online customer communications to chatbots. This is the wrong approach to conversational commerce. Instead, brands should communicate with customers the way people do with their friends – through popular private messaging platforms.

Other significant findings included:

• 52% (US) and 67% (EU) respondents had contacted a company via Facebook, Instagram or WhatsApp.
• 53% of Europeans and 43% of Americans have clicked on a click-to-messenger ad.

So what does this mean for your brand? It’s time to look into setting up private messaging so you can communicate with customers and prospects using these channels.