Navigating the Shifting Customer Engagement Landscape in the USA

MEF’s latest annual survey results reveal a dynamic shift in how consumers in USA wish to interact with companies on their mobile devices, presenting strategic implications for marketing and customer service investments. The most striking finding is the sustained dominance of legacy channels such as Email, SMS and Voice. While SMS and Voice have faltrred slightly in terms of preferene over the period, a 6-point increase for Email underscores its continued efficacy for A2P communication. Otherwise, the results highlight the increasing importance of integrated messaging platforms, with Apple’s iMessage reaching 19% preference in 2025, a 7-point increase over the period and reflecting the strong brand loyalty and seamless user experience within that ecosystem. The consistent growth of Facebook Messenger, TikTok, Telegram and WhatsApp (all up 4-points) indicates evolving consumer habits and growing acceptance and expectation for business interactions within these high-engagement social and messaging environments.