NEW YORK, Oct. 17, 2017 /PRNewswire/ -- LivePerson,
Inc. (NASDAQ: LPSN), the leading provider of cloud mobile and
online business messaging solutions, has released the first of a
two-part research report assessing digital habits and preferences
among Gen Z and Millennials across the globe. Some of the key
findings:
- The phone is the new wallet: 61.8% of global consumers
ages 18–34 would choose to leave their wallet at home instead of
their phone.
- Digital is the new IRL ("in real life"): Globally, a
majority of Gen Z and Millennials (65%) communicate with each other
more often digitally than in person.
- The phone is now truly an extension of the self: 70.1%
of Gen Z and Millennials across the globe sleep with their phone
within arm's reach. And 65.5% bring their phone into the bathroom
with them.
- The future is 100% digital: A majority of Gen Z and
Millennials around the world (69.5%) can imagine a future where
100% of purchases are done digitally/online.
LivePerson commissioned the survey of more than 4,000
18–34-year-olds across the US, UK, Germany, Australia, Japan, and France, plus an additional 1,016 adults 35
years old or older in the US as a benchmark. The goal was to better
understand the digital habits and preferences of younger consumers
around the world. The full report is available at
https://www.liveperson.com/resources/reports/digital-lives-of-millennials-genz/.
According to the research, Gen Z and Millennials communicate
with others more digitally than in person (65%). This percentage is
even higher in English-speaking countries, with the US (73.7%) and
UK (74.4%) relying more heavily on digital channels for
communication. Digging deeper, this preference for digital
communications is specifically targeted at messaging. When asked if
they could only keep either the phone app or messaging/SMS app on
their smartphone, a majority of respondents (69.4%) would choose
the messaging app. This percentage is also higher for those in the
US (73.4%) and UK (73%).
For these two generations, the smartphone has truly become an
extension of their hands. According to the survey, 70.1% of
respondents sleep with their phone within arm's reach, 64.5% bring
their phone into the bathroom, and 52.2% check their phone if they
wake up briefly in the middle of the night. With these younger
consumers being attached to their phones, it isn't surprising that
many of them place less importance on traditional social norms than
older generations — 41.6% consider it acceptable to text at a
family dinner, and 27.7% think it's acceptable to text in the
middle of an in-person conversation.
With a constant digital connection at their fingertips, younger
consumers expect a high threshold of digital convenience when
seeking help from a brand. When asked to rank how they typically
try to get a question answered from a brand, going to the app or
website was the #1 choice, on average, across the globe.
"We wanted to look more closely at the younger consumer
audience, across different countries, and in more depth than the
well-known trope that young people love their smartphones," said
Rurik Bradbury, global head of
communications and research at LivePerson. "What we see in the
research data is the phone truly becoming an extension of the self,
and the platforms and apps within it — digital life — occupying
more than their offline interactions."
This survey was commissioned by LivePerson and conducted online
by independent research firm Survata, which interviewed 4,013
global consumers ages 18–34 across six countries (US, UK,
Australia, Germany, France, and Japan) between September 1, 2017, and September 11, 2017. Respondents received no cash
compensation for their participation. More information on
methodology can be found at survata.com/methodology.
About LivePerson
LivePerson, Inc. (NASDAQ: LPSN)
is the leading provider of mobile and online messaging business
solutions, enabling a meaningful connection between brands and
consumers. LiveEngage, the Company's enterprise-class, cloud-based
platform, empowers consumers to stop wasting time on hold with
1-800 numbers and, instead, message their favorite brands just as
they do with friends and family. More than 18,000 businesses,
including Citibank, HSBC, EE, IBM, L'Oréal, PNC, and The Home
Depot, rely on the unparalleled intelligence, security, and
scalability of LiveEngage to reduce costs, increase lifetime value,
and create meaningful connections with consumers. For more
information, please visit www.liveperson.com. To view other
global press releases about LivePerson, please
visit pr.liveperson.com.
Allison Franzese
212-609-4224
afranzese@liveperson.com
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SOURCE LivePerson, Inc.