For years, we’ve been told that Gen Z hates phone calls, but a new study suggests otherwise. According to research commissioned by PolyAI, a whopping 86% of Gen Z and younger Millennials prefer calling customer service over using digital-first options, shattering the stereotype that young people would rather text than talk.
The study, conducted by Dynata, surveyed 1,000 U.S. consumers and found that 65% of Americans still prefer the phone when reaching out to retail and travel brands. Even as chatbots, emails, and self-service portals multiply, the old-school phone call remains king. But there’s a catch: people can’t stand being stuck on hold or struggling with outdated automated phone systems—the kind that make you repeatedly say “representative” while getting nowhere.
Speed matters, especially during peak shopping seasons
During the 2024 holiday season, U.S. online spending jumped 9%, fueled by how easy it is to shop on a smartphone. With just a few taps, consumers can buy almost anything, often without even entering payment details, thanks to digital wallets. But that same need for speed carries over to customer service. 58% of consumers expect faster response times from retail and travel brands, especially during peak seasons.
Consumers are open to AI-powered customer service as long as it works. While 55% would immediately try to reach a human if they hear a robotic IVR, 71% are fine with an intelligent voice assistant if it actually gets the job done.
Nikola Mrkšić, co-founder and CEO of PolyAI, said: “Now, people are not only embracing capable AI solutions, they’re demanding those solutions be available wherever they decide to contact a business. Two big findings from this survey: customers of all ages prefer the phone, and that accuracy, speed and convenience are the keys to winning loyalty.”