UK consumers prefer traditional mail in digital age study

Research from Quadient indicates that UK consumers still value traditional mail in an increasingly digital world.

The study, which surveyed 6,000 consumers across the UK, France, and the USA, found that 79% of UK consumers sent a physical mail in the previous year. Furthermore, 53% of these consumers are more inclined to respond to urgent letters than to digital communications.

"The ongoing trust in letters shows that, at heart, we still have a romantic attachment to physical mail," commented Andrew Stevens, Principal at Quadient. "But this is married with practicality. We live in an interconnected world, where people want to receive the right message, at the right time, over the right channel. Failing to do this correctly can harm an organisation considerably."

The research highlighted differing communication preferences across industries. Consumers ranked the banking sector highest for delivering timely and relevant information using suitable channels. Banks were followed by the utilities sector, while the property sector was rated the lowest, suggesting a need for improved communication strategies.

A majority of respondents, 62%, expressed a preference for companies to engage with them through multiple channels. Each communication form—be it letters, emails, texts, or in-app messages—offers unique advantages.

The study also delved into why certain communication methods prevail. A significant portion of UK consumers (63%) worry about missing vital information due to digital messages being perceived as unimportant or ending up in junk folders. Additionally, 59% find it hard to discern the importance of digital communications.

For most communications, UK consumers generally expect emails. However, the preference shifts in specific contexts; for example, text messages are preferred for medical appointments, and physical mail is favoured for minor fines and legal documentation, such as tenancy or mortgage agreements.

Respondents noted the benefits of each communication medium: the tangible nature and straightforward storage of letters, the immediacy of emails, and the convenience of handling SMS and in-app messages on smartphones.

"It's clear that there is no single, golden solution for customer communication," continued Stevens. "Despite the push to digital, we can see that letters are still important in our world, especially for communications that really matter like legal matters or a roof over your head. Businesses that want to meet their customers' desires will inevitably move to digital. But this cannot be done without taking all customers' preferences into consideration, and ensuring the business is making the best use of all its channels without cutting anyone off."

The survey identified challenges within current communications, as 42% of consumers had received incorrect or inaccurate information over the previous year, affecting sensitive details such as names, marital statuses, or even being addressed to the wrong recipient. Of concern, 20% reported such errors from healthcare provider communications.

Examining future communication trends, the research highlighted consumer views on data usage and the environmental impact of their communication choices. 80% of UK consumers find it difficult to ascertain what personal data is accessible to organisations or how it is used, though 61% would exchange their data for benefits like discounts.

The UK displayed the least openness towards AI usage, with only 37% comfortable with AI-generated communications, and 81% urging transparency where AI is used.

Environmental concerns also surfaced, with 44% worried about the hidden impacts of digital communication and 52% desiring more guidance to make environmentally-conscious communication decisions.

This survey forms part of a broader comparison, observing that while countries have distinct preferences—for example, the USA's preference for SMS and France's heightened environmental concern—the importance of physical mail and diverse communication channels is consistently echoed across the studied nations.