This document provides a summary of key findings from the 2019 State of Conversational Marketing report by Drift and SurveyMonkey Audience. The report is based on a survey of over 1,000 consumers and explores how people prefer to communicate with businesses today, with a focus on chatbots and conversational strategies. Some of the main findings include: 1) Email and phone remain the most commonly used channels for customer communication but chatbots and online chat are growing in popularity; 2) Customers expect near-instant responses from chatbots, similar to face-to-face interactions; 3) Attitudes toward chatbots are becoming more positive, with just 14% preferring forms over chatbots.
2. drift.com/state-of-conversational-marketing
ABOUT THIS REPORT
Drift and SurveyMonkey Audience have
teamed up to bring you the 2019 State
of Conversational Marketing, the
ultimate resource for exploring how
people prefer to communicate with
businesses today. Inside, you’ll uncover
insights and benchmarks for helping you
have better customer conversations so
you can create the best buying
experience possible (and, in turn, drive
more revenue).
Based on a survey of 1,000+ consumers,
the 2019 State of Conversational
Marketing is a follow-up to our 2018
State of Chatbots. In last year’s report,
we looked at the expected benefits of
chatbots, the blockers that were
preventing people from using chatbots,
as well as how chatbots compared to
other communication channels. In this
year’s report, we’re expanding our
focus: Instead of looking exclusively at
chatbots, we’re studying how chatbots
fit into a broader conversational strategy.
5. Face to face
Chatbots
0% 20% 40% 60% 80% 100%
4%
4%
11%
11%
36%
33%
42%
44%
An immediate response (within 5 seconds) A response within 5 minutes or less
Within 1 hour Within 4 hours
Within 24 hours More than 24 hours
How soon would you expect to get a response from these communication channels?
PEOPLE EXPECT NEARLY IDENTICAL RESPONSE TIMES
FROM FACE-TO-FACE CONVERSATIONS AND CHATBOTS
drift.com/state-of-conversational-marketing
6. 22%
45%
33%
More
About the same
Less
In the past 12 months, have you been using more or less of the following channels?
DESPITE CLAIMS THAT “EMAIL IS DEAD,” 33% OF
PEOPLE USED IT MORE FREQUENTLY LAST YEAR
drift.com/state-of-conversational-marketing
7. 0%
8%
16%
24%
32%
40%
Online chat Chatbot
14%
25%
16%
39%
A good customer experience Friendliness and approachability
Which of these benefits do you most associate with communicating with
businesses via each channel?
drift.com/state-of-conversational-marketing
PEOPLE PERCEIVE TALKING TO A LIVE HUMAN AS
A BETTER EXPERIENCE THAN USING A CHATBOT
10. $47B
Can't get answers to simple questions
Site is hard to navigate
Basic details about a business are hard to find
Poorly designed smartphone apps
Takes too long to find services
Search options on a brand's website not useful
Services not accessible on mobile devices
Poor quality online forms
No service outside normal operating hours
Services feel impersonal
Brand is unresponsive on Twitter
0% 10% 20% 30% 40%
5%
17%
18%
18%
19%
21%
22%
23%
25%
30%
34%
drift.com/state-of-conversational-marketing
Which of these online frustrations have you experienced in the last month?
IT’S CLEAR WHAT CUSTOMERS ARE STRUGGLING WITH
ONLINE: FINDING INFORMATION QUICKLY & EASILY
11. $47B
Can't get answers to simple questions
Site is hard to navigate
Basic details about a business are hard to find
Poorly designed smartphone apps
Takes too long to find services
Search options on a brand's website not useful
Services not accessible on mobile devices
Poor quality online forms
No service outside normal operating hours
Services feel impersonal
Brand is unresponsive on Twitter
0% 10% 20% 30% 40%
5%
17%
18%
18%
19%
21%
22%
23%
25%
30%
34%
10%
18%
16%
22%
23%
24%
27%
26%
28%
34%
31%
2018
2019
drift.com/state-of-conversational-marketing
Which of these online frustrations have you experienced in the last month?
BETWEEN 2018 & 2019, CUSTOMERS GREW MORE
FRUSTRATED WITH NOT BEING ABLE TO GET ANSWERS
& NOT BEING ABLE TO GET 24/7 SERVICE
13. $47B
Email
Telephone
Website
Online chat
Face to face
Social media
Smartphone app
Chatbots
One-to-one video calls
Video messaging
Other
0% 10% 20% 30% 40% 50% 60% 70%
2%
5%
7%
13%
28%
28%
31%
33%
42%
55%
65%
drift.com/state-of-conversational-marketing
EMAIL AND PHONE REMAIN THE “BIG 2” CUSTOMER
COMMUNICATION CHANNELS
In the past 12 months how have you communicated with organizations?
14. Email
Smartphone app
Telephone
Online live chat
Social media
Chatbots
Face to face
Web form
Video messaging
One-to-one video calls
Letter
0% 20% 40% 60% 80% 100%
58%
41%
40%
36%
32%
32%
34%
29%
31%
25%
22%
32%
46%
46%
46%
45%
44%
39%
40%
38%
43%
45%
9%
13%
14%
17%
23%
24%
27%
31%
31%
32%
33%
More About the same Less
In the past 12 months, have you been using more or less of the following channels?
DESPITE CLAIMS THAT “EMAIL IS DEAD,” 33% OF
PEOPLE USED IT MORE FREQUENTLY LAST YEAR
drift.com/state-of-conversational-marketing
15. 3 THE STRENGTHS
(AND WEAKNESSES)
OF DIFFERENT
COMMUNICATION
CHANNELS
drift.com/state-of-conversational-marketing
16. 0%
10%
20%
30%
40%
50%
O
nline
chat
Em
ail
Telephone
Sm
artphone
app
Chatbot
Video
call
Video
m
essaging
Socialm
edia
Convenience
Ease of communication
A good customer experience
Quick answers to simple questions
Ability to easily register a complaint
Getting 24 hour service
Having a complaint resolved quickly
Quick answers to complex questions
Getting detailed / expert answers
Friendliness and approachability
THE EXPECTED BENEFITS OF
SOME POPULAR CUSTOMER
COMMUNICATION CHANNELS
Which of these benefits do you most associate with
communicating with businesses via each channel?
drift.com/state-of-conversational-marketing
18. Face to face
Chatbots
One-to-one video calls
Telephone
Online live chat
Video messaging
Smartphone app
Social media
Web form
Email
Letter
0% 20% 40% 60% 80% 100%
72%
13%
11%
7%
6%
5%
2%
2%
4%
4%
4%
6%
18%
22%
32%
28%
20%
11%
15%
15%
11%
11%
5%
12%
16%
19%
27%
31%
47%
39%
29%
36%
33%
5%
7%
11%
12%
17%
31%
35%
36%
39%
42%
44%
An immediate response (within 5 seconds) A response within 5 minutes or less
Within 1 hour Within 4 hours
Within 24 hours More than 24 hours
How soon would you expect to get a response from these communication channels?
PEOPLE EXPECT NEARLY IDENTICAL RESPONSE TIMES
FROM FACE-TO-FACE CONVERSATIONS AND CHATBOTS
drift.com/state-of-conversational-marketing
20. If it didn’t respond
If the chatbot wasn’t helpful
I prefer interacting with people
I'd worry about it making a mistake
I’d prefer to fill out a form on a website
Nothing would stop me from using a chatbot
0% 10% 20% 30% 40% 50%
8%
14%
24%
38%
41%
50%
drift.com/state-of-conversational-marketing
Which of these would stop you from using a chatbot?
JUST 14% OF PEOPLE WOULD PREFER FILLING OUT A
WEBSITE FORM OVER USING A CHATBOT
21. $47B
Answering a question
Getting detailed answers or explanations
Resolving a complaint or problem
Receiving customer service
Paying a bill
Making a reservation (e.g. restaurant or hotel)
Scheduling a meeting
Communicating with brands
Adding yourself to a mailing list or news service
Purchasing an item
Getting ideas and inspiration
0% 10% 20% 30% 40%
10%
17%
18%
19%
19%
22%
23%
27%
27%
29%
32%
drift.com/state-of-conversational-marketing
PEOPLE PRIMARILY VIEW CHATBOTS AS A
SOLUTION FOR GETTING ANSWERS
Which of the following would you use a chatbot for?
22. $47B
0%
10%
20%
30%
40%
50%
60%
1 to 3 4 to 6 7 to 9 10+
Answering a question
Getting detailed answers or explanations
Resolving a complaint or problem
Receiving customer service
Paying a bill
Making a reservation (e.g. at a restaurant)
Scheduling a meeting
Communicating with brands
Adding yourself to a mailing list
Purchasing an item
Getting ideas and inspiration
CUSTOMERS WHO OWN LOTS OF
CONNECTED DEVICES ARE MORE
LIKELY TO TRUST CHATBOTS TO
HANDLE IMPORTANT TASKS
Which of the following would you use a chatbot for?
# of internet-connected devices owned
drift.com/state-of-conversational-marketing
(n = 48)(n = 78)(n = 317)(n = 546)
24. $47B
age
0%
10%
20%
30%
40%
50%
18 to 24 25 to 34 35 to 44 45 to 54 55+
Retailers Healthcare
Utilities Entertainment / Leisure
Financial Services Vacation / Travel
Software Government
News Media
drift.com/state-of-conversational-marketing
YOUNGER CUSTOMERS ARE MORE LIKELY TO USE
CHATBOTS TO ENGAGE WITH SOFTWARE
COMPANIES & THE NEWS MEDIA
What types of organizations have you used chatbots to engage with in the past 12 months?
(n = 72) (n = 218) (n = 188) (n = 257) (n = 278)
26. $47B
Email
Telephone
Website
Online chat
Face to face
Social media
Smartphone app
Chatbots
Other
0% 10% 20% 30% 40% 50% 60% 70%
2%
13%
28%
28%
31%
33%
42%
55%
65%
2%
15%
30%
28%
39%
38%
54%
60%
60%
2018
2019
drift.com/state-of-conversational-marketing
THE YEAR-OVER-YEAR DATA CONFIRMS IT: EMAIL ISN’T
JUST STICKING AROUND, IT’S GROWING
In the past 12 months how have you communicated with organizations?
27. $47B
Online live chat
Chatbots
Face to face
Telephone
Smartphone app
Social media
Web form
Email
Letter
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
10%
19%
27%
31%
44%
75%
77%
78%
82%
16%
27%
34%
40%
55%
64%
73%
75%
77%
2018
2019
How soon would you expect to get a response from each of the following
communication channels? (within 5 minutes)
drift.com/state-of-conversational-marketing
YEAR OVER YEAR, MORE CUSTOMERS EXPECT QUICK
RESPONSES FROM ONLINE CHAT & CHATBOTS,
FEWER EXPECT THE SAME FROM FORMS
28. $47B
I prefer interacting with people
I'd worry about it making a mistake
I’d prefer to fill out a form on a website
0% 10% 20% 30% 40% 50%
14%
24%
38%
26%
30%
43%
2018
2019
drift.com/state-of-conversational-marketing
CUSTOMERS ARE BECOMING INCREASINGLY
COMFORTABLE INTERACTING WITH CHATBOTS
Which of these would stop you from using a chatbot?