Global Study on Consumer Channel Preferences 2024

This report presents the findings of the Qualtrics XM Institute's 2023 Global Consumer Study, which surveyed over 28,000 consumers across 26 countries to determine their preferences for various communication channels. The study identifies six channels: chat with an automated system, self-service on mobile, self-service on computer, chat with a person on computer, talk with someone on the phone, and meet with someone in person. The results indicate a strong preference for human-mediated channels, with 62% of consumers favoring these options for common interactions. The report also highlights demographic trends, noting that younger consumers are less inclined to use self-service on computers, while Filipino consumers exhibit the highest preference for human-assisted channels. The methodology section outlines the data collection process, which involved an online survey conducted in Q3 2023, ensuring representation across various demographics. The report includes detailed figures illustrating channel preferences across different age groups and countries.