Twilio's 2024 Consumer Preferences Report reveals a significant trust issue among Australian consumers, with 68% stating they would not purchase from a brand they do not trust. The report, based on a global survey of 3,900 consumers, including 300 Australians, highlights the importance of trust in brand-consumer relationships.

The report suggests that trust can be enhanced through specific communication strategies. For instance, 74% of Australian consumers stated they would trust a brand's communication more if it included a verification badge, while 65% reported that receiving a branded text message would increase their trust in a brand.

Twilio, a customer engagement platform that drives real-time, personalised experiences for brands, recently announced the global availability of Rich Communication Services (RCS) messaging via its Programmable Messaging and Verify APIs. The report indicates that 62% of Australian consumers would trust a brand more if it used two-factor authentication (2FA) for secure account access or changes, and 63% value a quick response time.

However, there is a significant gap between consumer expectations and brand performance. While 94% of Australian consumers expect brands to use their preferred communication channels, brands only manage to do so 66% of the time. Preferred channels for receiving communications from businesses include email (87%), text messaging (SMS/MMS) (59%), and social messaging apps such as Facebook Messenger and Instagram (35%).

The report also highlights the potential consequences for brands that fail to meet these expectations. A significant 23% of consumers say they would switch to another business if their preferred channel isn't used. Furthermore, just 42% of Australian consumers report that brands meet their response time expectations, and 59% would choose to purchase from another brand due to slow response times.

Brands that prioritise rapid communication have seen higher customer retention rates, according to the report. This suggests that effective communication strategies can not only build trust but also contribute to business success.

Twilio's annual flagship event, SIGNAL Singapore 2024, discussed the findings from the 2024 Consumer Preferences Report. The report is based on a survey of 3,900 people from various countries including Australia, Brazil, Colombia, France, Germany, Japan, Mexico, Singapore, the United Kingdom, and the United States.

Robert Woolfrey, Vice President, APJ, Communications, Twilio, commented on the findings, "As Australian consumers navigate the cost of living pressures and declining trust towards the conduct of brands, it is more important than ever for businesses to actively demonstrate their trustworthiness and reliability. With tools like branded communications at their fingertips, Australian businesses now have the unprecedented opportunity to build trust, strengthen brand recognition and deliver personalised experiences at scale. As richer communication channels emerge, the opportunities for deeper customer engagement will only grow."