Research conducted by Open Market surveyed 500 Millennials aged 18 to 34 to examine their texting habits, particularly when it comes to businesses. Millennials are huge texters. Approximately 72 percent of them text 10 or more times a day. Eighty-three percent open texts messages within 90 seconds of receiving them.
In terms of communicating with businesses, Millennials have a strong preference for texting. It was the number one preferred channel for notifications from businesses. Email was a close second and voice calling was a distance third. Although Millennials prefer texts, on average, they only receive zero to five text messages from businesses a week. About 20 percent noted that they never receive texts from businesses at all. Approximately 60 percent of Millennials prefer text engagement with companies because it is convenient, fast, and simple to use.
There are various types of texts in which Millennials prefer to receive from businesses. They like to receive appointment reminders (62 percent), delivery notifications (59 percent), and payment reminders (48 percent) via text. Interestingly, more than twice as many Millennials (42 percent) prefer to receive fraud alerts via text than they are currently receiving (19 percent) from their financial service providers. In addition, 80 percent of Millennials prefer to text a company’s 1-800 customer service line versus waiting on hold.