Get key insights from MEF’s P2A Business Messaging report which examines how consumers wordwide are engaging with brands and businesses via person to application messaging.
Smartphone users do not reject the idea of chatting with an artificial intelligence service – the chatbot – which can automatically answer questions with no or limited intervention from a human operator.
China is arguably the benchmark for chatbots, as many more users are engaged with P2A messaging and this early-adoption shows the potential and possible limitations. Chinese users pragmatically welcome robots for simple routine services (47% of users), but only 22% would engage with complex questions (a lower level than India, the UK at 28% or Brazil at 26%). Not all P2A services are yet mature to fulfil some users’ expectations.
France is the country that rejects chatbots most clearly with more than 1 in 3 users preferring a human to respond (35%) and 22% of users not sure yet. The next country to show a large number of users resisting chatbots is the USA, with 29% of users not wishing to engage with a chatbot. That said, the USA is a country divided; 27% of users are interested in automatic P2A conversations for routine services and 23% complex services.
Interestingly, Japanese users have been the one to reject the concept of sending messages to a business (see A2P Business Messaging Survey) but are much more likely to embrace the idea of sending messages to a robot instead. 28% of users in Japan would want to run routine services, 19% complex ones and only 16% would reject the idea of a chatbot.
P2A Business Messaging 2020
Users can now message businesses and get immediate discursive communications via an application. The advance of artificial intelligence makes meaningful chat with bots a possibility, but are human users ready to use them?
MEF’s P2A Business Messaging 2020 report is based on 6500 interviews across 10 countries: Brazil, China, France, Germany, India, Japan, South Africa, Spain, UK, USA.
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