Does Your Customer Engagement Strategy Translate to All Markets?

We asked 5,000 consumers in 14 countries how they like to interact with businesses like yours—and how they don’t. Find out what they told us in our annual Global Customer Engagement Report.

Customer Engagement
The Universal Conversation Killer

What's the number one frustration for most consumers when engaging with businesses?

Having to repeat themselves to different people—66% of consumers globally put it at the top of their lists.
Illustration of a building and a person using a mobile device.
No silver bullet for success

The most preferred channel for connecting with businesses is mobile phone calls

But it's preferred by only about one-third of all consumers. How do the other two-thirds want to connect?
  • Email: 18%
  • Landline calls: 11%
  • In-app messaging and calling: 11%
  • Messaging apps: 10%
  • SMS: 4%
  • Other: 10%
Stylized illustration of globe featuring oversized figures with mobile phones and speech bubbles representing different API communications such as; video, voice, and SMS
Diverse Distinctions

No two countries share the same communications behavior or expectations

Even those within the same region. Here are just a few examples of the global fragmentation in channel preferences.
  • 64% of consumers in Mexico prefer to connect with businesses using WhatsApp over other messaging channels
  • 43% of consumers in Brazil prefer WhatsApp
  • 39% prefer SMS in the UK, U.S., Canada, and Australia
  • 37% in China prefer WeChat
  • 28% in Japan prefer Line
  • 71% of consumers in China use video chat—more than anywhere else in the world
  • 33% use video in the U.S.—although usage has tripled in the past 5 years.
About the research
The Global Customer Engagement Report is an annual research study created by Vonage in partnership with Market Knowledge Online and conducted in January 2020. The global survey involved a statistically representative sample of 5,000 consumers (18-55+ years of age) across four continents and 14 countries.

What's next?

We're re-engaging with 5,000 consumers across the globe in response to the unprecedented challenges posed by the global pandemic. We know communication looks wildly different than it did just a few months ago, so the time is now to truly understand how consumer communication preferences have been impacted and what it means for your organization from this moment forward.

Download the report

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Thanks for your interest!

We think you'll enjoy the Global Customer Engagement Report, 2020.