Human connection with businesses still matters to Gen Z

Gen Z has a reputation for avoiding phone conversations and solely communicating through texting and social media apps. However, a survey announced this week indicates Gen Z still overwhelmingly prefers the phone and face-to-face contact when it comes to important interactions with local businesses.

Ooma, Inc., a smart communications platform for businesses and consumers, announced the results of the survey, commissioned to Sapio Research of 2,046 U.S. residents in May 2019. to discover consumers’ preferred method for communicating with local businesses.

In this study, Ooma surveyed 500 people each from four different generations: Baby Boomer (55-75 years old), Gen X (40-54 years old), Millennial (25-39 years old) and Gen Z (4-24 years old).

Overall, the survey findings show that across the board, all generations are seeking a human-to-human connection, preferring in person and phone calls over any other method of communication – largely driven by speed and accuracy of speaking to a real person.

Most notably, the survey busts a common myth about Gen Z. The survey indicates Gen Z, with an estimated purchasing power of $153 billion a year. When given the option, Gen Z will choose a direct, personal conversation, as with all other generations.

Report highlights

Authentic, human contact prevails: 57% of respondents prefer phone calls over electronic communication when dealing with local businesses. 35% of Gen Z specifically said this is due to the speed and efficiency of phone conversations as compared to texting and social media.

A phone call is key in professional situations: Phone calls are the most preferred when contacting service professionals, including doctors, dentists and other health care professionals, hair and beauty salons, auto centers and legal and tax services.

Social media is least favored: Only 17% of Gen Z like to communicate with local businesses over social media. Among them, 30% say it is impersonal and 35% claim slow responses to inquiries.

Email is geared toward Baby Boomers: Email is more often a preferred method of communication for Baby Boomers, while Gen Z prefers email the least.

Gen Z prefers human contact for booking hotels: 47% of Gen Z choose to call a local hotel, compared to just 8% who would want to text with them, and 8% who’d communicate with them over social media.

“An authentic experience that allows for quick actions and solutions”

Ken Narita, director of business marketing at Ooma, said: “Despite Gen Z’s reputation for being glued to texting, tweeting and Instagramming on their devices, Ooma’s survey has shown that this generation, along with all others surveyed, drastically prefer to handle both urgent and day to day communications through their phone.

“Phone conversations provide an authentic experience that allows for quick actions and solutions, and it’s clear that local businesses need to offer a clear way for people to reach them and communicate in this preferred method.”

To learn more about Ooma’s survey, visit