Consumers Will Chat Anywhere With Brands — If They Need Help

Consumers are comfortable using chat to engage with brands, but poor discoverability, limited functionality, and the relative inefficiency of the interface inhibit wider adoption. Text-based chat experiences can support consumers throughout the purchase cycle. Chat offers a more convenient alternative to voice for consumers and is a cheaper support channel for brands. Brands prioritize chat offerings on their own properties, but consumers are just as likely to chat with brands on a third-party messaging platform as they are on the brand’s own website or mobile app. This report reviews our data on French, UK, and US online adults’ use of and attitudes toward chat.