Key Findings

As part of our latest global consumer study, 33,093 consumers from 29 countries were asked to choose which of the following five channels they would prefer to use to complete nine common interactions: self-service on their computer, self-service on their mobile phone, chat with a person on their computer, talk with someone on the phone, or meet with someone in person. From our analysis, we found that:

  • Consumers slightly prefer offline channels. Overall, 53% of consumers prefer to either talk on the phone or meet with someone in person rather than one of three online channels (self-service on their computer, self-service on their mobile phone, or chat on a computer) to complete the nine common interactions we asked about.
  • Chat is the least popular channel. Across all age groups and countries, consumers would prefer to use chat on their computer to complete an interaction just 9% of the time, the least of any channel. Meeting in person is the most popular channel preference, with consumers choosing this option 30% of the time on average.
  • Younger consumers are the least likely to prefer self-service through a computer. Compared to the other two age groups, these consumers are the least likely to choose to complete activities through self-service on their computers. Instead, they are the most likely to use self-service on their mobile phone and chat on their computer.
  • Spanish consumers have the least preference for online channels. Spanish consumers would prefer to use one of three online channels just 33% of the time, the least of all countries. Indian consumers prefer to use online channels at double this rate, 66%— the strongest preference for online channels across all countries.
  • Indonesian consumers prefer to use self-service on their phones the most. On average, 41% of Indonesians said they prefer to use self-service on their mobile device. South Korean consumers have the second-strongest preference for this channel, at 39%.

Figures

Here are the figures in this Data Snapshot:

  1. Average across Interactions by Age
  2. Average across Interactions by Country (Part 1)
  3. Average across Interactions by Country (Part 2)
  4. Get Technical Support by Age
  5. Get Technical Support by Country (Part 1)
  6. Get Technical Support by Country (Part 2)
  7. Resolve a Billing Issue by Age
  8. Resolve a Billing Issue by Country (Part 1)
  9. Resolve a Billing Issue by Country (Part 2)
  10. Book an Airline Ticket by Age
  11. Book an Airline Ticket by Country (Part 1)
  12. Book an Airline Ticket by Country (Part 2)
  13. Buy a New TV by Age
  14. Buy a New TV by Country (Part 1)
  15. Buy a New TV by Country (Part 2)
  16. Get Your Order Status by Age
  17. Get Your Order Status by Country (Part 1)
  18. Get Your Order Status by Country (Part 2)
  19. Choose a New Phone Plan by Age
  20. Choose a New Phone Plan by Country  (Part 1)
  21. Choose a New Phone Plan by Country  (Part 2)
  22. Apply for a Bank Account by Age
  23. Apply for a Bank Account by Country  (Part 1)
  24. Apply for a Bank Account by Country  (Part 2)
  25. Schedule a Medical Appointment by Age
  26. Schedule a Medical Appointment by Country (Part 1)
  27. Schedule a Medical Appointment by Country (Part 2)
  28. Receive Medical Advice by Age
  29. Receive Medical Advice by Country (Part 1)
  30. Receive Medical Advice by Country (Part 2)
  31. Methodology