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New Study Shows Consumer Preference for Texts Over Emails

Brands these days have their work cut out for them due to the increased competition in various markets, and staying in touch with consumers by sending regular notifications is a big part of staying relevant. Some communication that companies send out are more security oriented because of the fact that this is the sort of thing that could potentially end up enabling them to implement two factor authentication, and a new study has revealed that consumers have some clear preferences for such notifications.

The study in question was performed by Mitto (Martechseries), and with all of that having been said and now out of the way it is important to note that it revealed that 66% of Gen Z and Millennial consumers prefer getting 2FA notifications through text rather than email. This is significantly higher than the 46% of respondents who exhibited this preference overall, which suggests that older consumers have a stronger preference for email with all things having been considered and taken into account.

Around 86% of consumers who participated in this survey said that they would prefer brands to confirm their identities through something like 2FA if they are making large purchases. Almost half of respondents, or 47% to be precise, said that any purchase over $200 should be secured through such channels.

However, brands should be wary of making consumers wait for 2FA messages. 58% of consumer stated that they want responses to 2FA to be immediate, and even the slightest wait would make 41% of consumers decide against going through with the purchase according to this report.

Brands should start focusing more on text based communication to satisfy this need. SMS is a much more popular channel for 2FA because it gives the chance for faster responses, but in spite of the fact that this is the case brands can’t rely on this preference to help them move forward. Catering to the consumer by helping them avail the speedy responses that only SMS can provide is crucial, otherwise many purchases might get abandoned midway. Even pay by link payments are more preferred by 30% of consumers.


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