A recent survey draws a link between the success of Australian beauty businesses and the success of their communication methods, largely driven by SMS updates.
The survey was conducted by independent consumer research agency Antenna, on behalf of Podium. It found that businesses that communicated to their clients a) via channels clients found to be most convenient to them, and b) by marketing in a way that was not considered ‘spamming’, were regarded higher than businesses that did the opposite.
Some of the hero findings of this survey revealed that 63% of Australians prefer SMS communications from businesses as it’s more convenient (compared to other forms of communication such as email or phone call). In fact, over 50% of respondents aged 18-34 years said they were either very or totally reliant on SMS communications/reminders in managing important day to day life tasks.
These statistics are reflective of the 65% of survey respondents nationally that spend over one hour on their smartphone daily.
It was also found that 73% of respondents said they would blacklist businesses that spam them with marketing.
54% of respondents aged 18-34 years, and 54% of respondents aged 25-54 years either Strongly or Somewhat Agreed with the following statement: “As a result of the pandemic and the digitisation of businesses, I have less tolerance for local businesses that don’t offer easy, convenient or customer-friendly means of communication”.
Dave Scheine, Country Manager, Australia at Podium said “our research shows that many consumers now judge businesses based on communication, with many Aussies willing to pay more money for a more convenient experience. Today, convenience trumps cost.
Those who recognise how their audience is changing, then cater to their habits with convenient communications strategies, will be better placed to succeed.”
A total of 1015 Australians completed the survey between 6-10 August 2022. The survey data collection was national and respondents were sourced using an accredited online research access panel. Data was weighted for representation against the 2021 Australian census.
To download a copy of the full report, visit this link.
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