Study: Gen Z Consumers More Likely To Curse And Call (And Hang Up)

Even though Gen Z is the first truly digitally native group, they have a much higher tendency than any other age group to make old-fashioned phone calls to businesses they’ve found online, according to a new study by Marchex.

A new study by Marchex finds that Generation Z has shorter attention spans than Millennials. In fact, Gen Zers are the fastest to hang up while on hold and the quickest to curse at customer service agents.

Surprisingly, according to Marchex, even though Gen Z is the first truly digitally native group, they have a much higher tendency than any other age group to make old-fashioned phone calls to businesses they’ve found online.

More specifically:

• Gen Z consumers are 60% more likely than the average consumer to hang up if the phone is not answered within 45 seconds, showing they may value fast, responsive customer service more than other age group.
• Gen Zers are 30% more likely to curse at a business over the phone when they feel their needs aren’t being met.
• Contrary to popular perception, Gen Z consumers do not prefer digital-only interactions. In fact, this group is the most likely of any age group to click-to-call a business from a mobile phone after searching for that business online. For example, they are 2.5 times more likely to call a cable company, 2.6 times more likely to call a wireless company, and 1.6 times more likely to call a hotel than the average consumer.

Click here for the full study, and check out Marchex’s infographic below: