Almost half of consumers in the Middle East prefer chat apps and SMS over email for brand communications

Almost half of consumers in the Middle East prefer chat apps and SMS over email for brand communications

ZURICH/PRNewswire/ -- Mitto, a leading provider of global omnichannel communications solutions, today announced the results of a survey that explored the communication preferences of consumers based in the Middle East. The survey found that chat apps and SMS were the most requested form of communication when interacting with a brand. This was especially true in industries where real-time updates are critical, including food delivery services and rideshares, where 41% of consumers reported these methods as their top communication choice. This highlights the immense value of brands engaging on multiple channels and offering omnichannel communications to ensure customers have flexibility and variety when interacting with businesses.

Bad CX is a Dealbreaker for Middle Eastern Consumers

Mitto's survey of 1,000 consumers based in Qatar, Saudi Arabia and UAE aged 18+ found that positive customer experience (CX) and support were a priority for most consumers in the Middle East; more than 58% have experienced poor interactions with a brand in the past year. Most of these subpar experiences occurred via email, with 21% of respondents saying this was the channel most commonly used for negative conversations. These bad customer experiences reflect poorly on the brand, as almost two-thirds (61%) of Middle Eastern consumers reported that