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Should you call, text, email or video call? New Research Reveals Consumers and Businesses Prefer Voice

SEATTLE–(BUSINESS WIRE)–Salvationthe leading call performance management cloud, released its 5th annual report Call Status Report based on over 150 billion calls analyzed and 12,000 consumers and 2,000 businesses surveyed in the US, Canada, UK, Germany, Spain and France. The report finds that consumers and businesses prefer the phone call to all other methods of communication, and that spam and fraudulent calls are a growing problem globally.

Consumers and businesses prefer the phone call

Consumers around the world prefer to pick up the phone when they need to connect with their bank, credit card company, insurance agent, healthcare provider, pharmacy, delivery service , and especially their colleagues, friends and family.

Main communication channels, ranked by consumers:

  1. Phone call: 32%

  2. Email: 20%

  3. Text messaging/IM: 12%

  4. Video call: 6%

  5. Website chatbots: 5%

  6. Other/NA: 26%

To communicate with customers, companies have turned to voice – especially for time-sensitive interactions such as responding to customer inquiries, scheduling appointments and closing sales – and predict that their use of voice will increase (36 % of companies) or will remain the same. even (50%) over the next 12 months.

Unidentified Callers Harm Legitimate Businesses

Consumers filter the majority of unidentified calls. Only two out of 10 unidentified calls are answered, compared to seven out of 10 identified calls that are answered. Consumers have become suspicious of unidentified calls, noting that they believe unidentified calls could be fraudulent 94% of the time. And this mistrust hurts business performance: half of the companies surveyed said they had lost a customer or business because they couldn’t reach them by phone. To combat this problem, companies believe that adding ID to their outbound calls is the most effective way to increase response rates, and 97% of US companies surveyed would pay a premium per call for ID. of the brand caller.

Spam and fraudulent calls are a growing problem around the world

Across the six countries surveyed (US, Canada, UK, Germany, Spain and France), there were approximately 117 billion spam and fraudulent calls last year, an average of 14 spam and fraudulent calls per month and per user. A quarter of consumers in these countries said they lost money to a phone scam in 2021, with an average loss of $542 per victim.

Spam and fraudulent calls in 2021:

  • US: 80.1 billion (18 per user per month)

  • France: 12.4 billion (21 per user per month)

  • Spain: 8.9 billion (20 per user per month)

  • UK: 6.6 billion (12 per user per month)

  • Germany: 5.9 billion (6 per user per month)

  • Canada: 3.1 billion (6 per user per month)

While the United States topped the list with the highest volume of spam and fraudulent calls, the French and Spanish recorded the highest number of calls per user – this is the first time that a European country exceeds the United States.

The most popular spam campaign topics in the US in 2021 included:

  1. Car warranty

  2. Social Security number

  3. Credit card

  4. IRS

  5. Student loan

Throughout 2021, the auto warranty spam campaign was the most common spam call, accounting for more than 1 in 10 spam calls received by Americans.

Are operators doing enough to reduce spam and fraudulent calls?

Carriers are in a unique position to reduce spam and fraudulent calls, but only 42% of consumers think carriers are doing enough. In the United States, AT&T subscribers reported the highest approval ratings (61%) and lowest disapproval ratings (18%) of their network’s call protection service.

“I think my carrier is doing enough to reduce spam and fraudulent calls” – according to consumers:

  • United States: 47% agree; 25% disagree

  • Germany: 47% agree; 18% disagree

  • UK: 46% agree; 16% disagree

  • Spain: 46% agree; 25% disagree

  • France: 35% agree; 38% disagree

  • Canada: 34% agree; 32% disagree

From Hiya CEO and Founder, Alex Algard:

“Despite the many ways our world has changed over the past two years, the phone call remains central to how we communicate,” said Alex Algard, Founder and CEO of Hiya. “These results are further proof that nothing is better than the phone call when in-person interactions are unavailable. This is why we see businesses and consumers prefer voice as a channel, and why when people want to do something or need to have an important conversation, they pick up the phone.”

To learn more, visit or download the full Call status report here.

About Hiya

Global enterprises, carriers and consumers trust Hiya to deliver secure, engaging connections and stop unwanted calls. Built on the world’s leading voice performance platform, Hiya connects businesses to their customers, helps carriers secure their networks, and protects people from spam and fraudulent calls. Hiya’s SaaS applications, Hiya Connect and Hiya Protect, serve more than 200 million users, power services like AT&T Call Protect and Samsung Smart Call, and provide voice performance insights to businesses worldwide. Learn more about