Nearly 80% of Consumers Consider Phone Channel Important for Communicating with Businesses, Despite Reluctance to Answer Calls
TransUnion's new research reveals a communication paradox: while 80% of consumers consider phone calls important for business communication, the same percentage blocks unknown numbers. The study shows that 91% of consumers expect banks to identify themselves before answering, and 65% prefer calls for suspected fraud. Consumer preferences for phone communication are highest for personal matters (64%), high-value decisions (55%), and urgent circumstances (55%). Despite 70% of consumers receiving impersonation calls in the past three months, branded calling showing company name and logo could improve response rates, with 73% more likely to answer such authenticated calls.
La nuova ricerca di TransUnion rivela un paradosso nella comunicazione: mentre l'80% dei consumatori considera le telefonate importanti per la comunicazione aziendale, lo stesso percentuale blocca i numeri sconosciuti. Lo studio mostra che 91% dei consumatori si aspetta che le banche si identifichino prima di rispondere e che il 65% preferisce le chiamate per sospetti di frode. Le preferenze dei consumatori per la comunicazione telefonica sono più elevate per questioni personali (64%), decisioni di alto valore (55%) e situazioni urgenti (55%). Nonostante il 70% dei consumatori abbia ricevuto chiamate di impersonificazione negli ultimi tre mesi, le chiamate da azienda che mostrano nome e logo potrebbero migliorare i tassi di risposta, con il 73% più propenso a rispondere a chiamate autentiche.
La nueva investigación de TransUnion revela una paradoja en la comunicación: mientras que el 80% de los consumidores considera importantes las llamadas telefónicas para la comunicación empresarial, el mismo porcentaje bloquea números desconocidos. El estudio muestra que el 91% de los consumidores espera que los bancos se identifiquen antes de responder, y el 65% prefiere llamadas para sospechas de fraude. Las preferencias de los consumidores por la comunicación telefónica son más altas para asuntos personales (64%), decisiones de alto valor (55%) y circunstancias urgentes (55%). A pesar de que el 70% de los consumidores ha recibido llamadas de suplantación en los últimos tres meses, las llamadas de marca que muestran el nombre y el logo de la empresa podrían mejorar las tasas de respuesta, con un 73% más propenso a responder a dichas llamadas auténticas.
트랜스유니온의 새로운 연구는 커뮤니케이션의 역설을 드러냅니다: 소비자의 80%가 비즈니스 커뮤니케이션에 전화 통화를 중요하게 생각하지만, 같은 비율의 소비자가 알 수 없는 번호를 차단합니다. 연구에 따르면, 91%의 소비자가 은행에서 자신을 식별하기를 기대합니다 응답 전에, 65%는 사기 의심이 있는 호출을 선호합니다. 전화 통화에 대한 소비자 선호도는 개인적인 문제(64%), 고부가가치 결정(55%) 및 긴급 상황(55%)에서 가장 높습니다. 지난 3개월간 70%의 소비자가 사칭 전화를 받았음에도 불구하고, 회사 이름과 로고를 표시하는 브랜드 전화는 응답률을 개선할 수 있으며, 73%가 이러한 인증된 전화에 응답할 가능성이 더 높다고 합니다.
La nouvelle recherche de TransUnion révèle un paradoxe de communication : bien que 80 % des consommateurs considèrent les appels téléphoniques comme importants pour la communication commerciale, ce même pourcentage bloque les numéros inconnus. L'étude montre que 91 % des consommateurs s'attendent à ce que les banques s'identifient avant de répondre, et que 65 % préfèrent les appels pour suspects de fraude. Les préférences des consommateurs pour la communication téléphonique sont les plus élevées pour les affaires personnelles (64 %), les décisions de grande valeur (55 %) et les circonstances urgentes (55 %). Malgré le fait que 70 % des consommateurs aient reçu des appels d'imposteurs au cours des trois derniers mois, les appels de marque affichant le nom et le logo de l'entreprise pourraient améliorer les taux de réponse, 73 % étant davantage susceptibles de répondre à de tels appels authentifiés.
TransUnions neue Forschung zeigt ein Kommunikationsparadoxon: Während 80% der Verbraucher Telefonanrufe für wichtig halten, blockiert die gleiche Percentage unbekannte Nummern. Die Studie zeigt, dass 91% der Verbraucher erwarten, dass Banken sich vor dem Antworten identifizieren, und 65% bevorzugen Anrufe bei Verdacht auf Betrug. Die Präferenzen der Verbraucher für Telefonkommunikation sind am höchsten für persönliche Angelegenheiten (64%), Entscheidungen mit hohem Wert (55%) und dringliche Umstände (55%). Trotz der Tatsache, dass 70% der Verbraucher in den letzten drei Monaten Betrugsanrufe erhalten haben, könnte das markenbezogene Anrufen, das den Firmennamen und das Logo zeigt, die Rücklaufquoten verbessern, wobei 73% eher auf solche authentifizierten Anrufe reagieren würden.
- 73% of consumers more likely to answer and view companies favorably with branded calling
- 91% consumer expectation rate for bank identification indicates strong market potential for authentication solutions
- 64% preference for phone communication in personal matters shows sustained demand for voice channel
- 80% of consumers block unknown calls, impacting business communication effectiveness
- 74% avoid answering unknown numbers due to scam concerns
- 70% of consumers received impersonation calls in past three months, indicating severe trust issues
Insights
This research reveals a significant market opportunity in the communications authentication space. With
The banking sector data is particularly noteworthy - with
The high incidence of fraud attempts (
TransUnion research uncovers conditions that prompt consumers to answer the phone when businesses call
CHICAGO, Oct. 31, 2024 (GLOBE NEWSWIRE) -- Nearly eight out of 10 consumers believe phone calls are important for communicating with businesses. However,
“A wide range of customer needs can be addressed through digital channels; however, calls to consumers remain essential, especially for complex or urgent issues,” said James Garvert, senior vice president of TruContact Communications Solutions at TransUnion. “Consumers are willing to answer the phone, but only once they feel confident about who’s really calling them.”
When it comes to banking,
| Situations Consumers Prefer to Handle with Businesses By Phone | |||
| Personal (ex. Healthcare) | High-Value Decisions (ex. Mortgage or Car Purchases) | Urgent Circumstances (ex. Natural Disaster) | Complex Decisions (ex. Estate Planning) |
Re-establishing trust in the phone channel
Rampant fraud—increasingly aided by AI and deep fakes—has compromised the integrity of the phone channel and left consumers reluctant to engage on it.
Overall, more than two-thirds of consumers (
The report notes the tension created by consumers wanting to answer calls from businesses for their most personal, complex and urgent issues, yet being afraid of fraud. The solution that consumers responded to most was branded calling that verifies the company calling and shows its name and logo.
According to Juniper Research, “The use cases for branded calling are widespread, with any enterprise which contacts their customers via phone calls benefitting from branded calls. This will include but is not limited to healthcare services, banks, insurance companies and social media platforms.”
Three quarters of consumers said branded calls would improve the customer experience when they are expecting a call from a particular business. Nearly the same amount (
“Authenticated branded calling is a win-win. Consumers are telling us they’re more likely to trust and engage with companies that identify themselves by adding context to the mobile display, including name, number, logo and reason for the call,” said Garvert. “And our business customers who implement branded calling report increased customer engagement, improved customer satisfaction and increased revenues as a result.”
TransUnion’s insights are based on a survey of 1,556 US consumers conducted in August 2024. The full findings are detailed in the report, The Call Conundrum: Five Survey Insights on Consumer Calling Behavior and the Benefits of Branding Phone Calls.
Learn more about TransUnion Branded Call Display (BCD), part of the Trusted Call Solutions (TCS) suite.
Survey Methodology
This online survey of 1,556 adults was conducted in August 2024, by TransUnion in partnership with third-party research provider, Toluna. Survey participants included adults 18 years of age and older residing in the United States- who own a mobile phone. All U.S. regions are represented in the study survey responses. To ensure general population sample representativeness across United States resident demographics, the survey targeted respondents in line with the census statistics on the dimensions of age and gender. These research results are unweighted and statistically significant at a
About TransUnion (NYSE: TRU)
TransUnion is a global information and insights company with over 13,000 associates operating in more than 30 countries. We make trust possible by ensuring each person is reliably represented in the marketplace. We do this with a Tru™ picture of each person: an actionable view of consumers, stewarded with care. Through our acquisitions and technology investments we have developed innovative solutions that extend beyond our strong foundation in core credit into areas such as marketing, fraud, risk and advanced analytics. As a result, consumers and businesses can transact with confidence and achieve great things. We call this Information for Good® — and it leads to economic opportunity, great experiences and personal empowerment for millions of people around the world. http://www.transunion.com/business
| Contact | Dave Blumberg TransUnion | |
| david.blumberg@transunion.com | ||
| Telephone | 312-972-6646 |
FAQ
What percentage of consumers block unknown calls according to TransUnion (TRU) research?
How many consumers prefer phone calls for suspected fraud according to TransUnion's 2024 study?
What percentage of consumers would respond better to branded calling according to TransUnion's research?
What are the top situations where consumers prefer phone communication according to TransUnion's 2024 study?
