Consumer Channel Preferences and Priorities 2025

This document is a global research report that presents findings from a consumer study conducted by Qualtrics XM Institute. The study surveyed nearly 24,000 consumers across 23 countries to understand their preferences for various communication channels when completing nine common interactions. Key findings indicate that a majority of consumers prefer human-mediated channels, with 61% favoring interactions with a person over automated systems. Notably, older consumers and those from Spain show a stronger preference for human channels. In contrast, digital channels are more popular among Asian consumers, particularly in China and South Korea. The report also highlights that trust and speed are the top priorities for consumers when interacting through these channels, with empathy being a significant factor in human interactions. The methodology section details how the data was collected, ensuring demographic representation across the surveyed countries. Overall, the report provides valuable insights into consumer behavior regarding channel preferences and priorities.