RESEARCH
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Consumer channel preferences

As part of Qualtrics XM Institute’s 2023 Global Consumer Study, more than 28,000 consumers told us which of 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, or meet with someone in person) they would prefer to use to complete nine common interactions.

In this report, you'll learn

  • Consumers prefer human channels

    • Chat with an automated system is the least popular channel
    • Younger consumers are the least likely to prefer self-service on a computer

  • Filipino consumers are most likely to prefer human-mediated channels

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