How Americans prefer to contact businesses for customer service

Customer service is evolving quickly, particularly with the rise of AI-powered chatbots. Yet data from YouGov Profiles shows that, when Americans need assistance, they still prefer to pick up the phone, write an email, or speak to someone in person. While these preferences are widely held, there are quite significant generational, gender, and income-based differences.

Most used vs. most preferred customer service channels

Phone calls are the dominant choice for customer service, but a significant gap exists between usage and preference. Nearly 70% of Americans tend to use phone support, yet only 35% prefer it. Similarly, email is widely used (63%) but preferred by just 23%. In-person interactions (35% used vs. 8% preferred) and website forms (34% used vs. 5% preferred) follow the same pattern—used far more often than they are desired. This is likely because consumers will simply take the customer service channels that are available to them. 

Chatbots show the largest disparity, with 18% of consumers tending to use them but only 1% preferring them. While there has been much talk of new AI-powered chatbots changing customer service, the data suggests that hardly any consumers would welcome the change. 

Live chat, used by 31%, sees slightly better alignment, with 10% preferring it. These trends suggest that while digital tools are increasingly available, they are often used out of necessity rather than preference.

Phone calls reign supreme, but preferences vary by age

Phone calls remain the most preferred method for contacting businesses, with 35% of Americans selecting it as their top choice. However, generational differences highlight shifting communication habits. Older generations strongly favor phone interactions—52% of Baby Boomers and 39% of Gen X prefer calling. In contrast, younger consumers show a declining preference for phone communication, with only 25% of Gen Z and 30% of Millennials choosing it as their go-to method.

Email is the second-most preferred option at 23%, with a relatively balanced distribution across generations. However, it is moderately more popular among Gen Z (28%) and Millennials (24%), who are less inclined to make a phone call. Live chat (10%) and in-person visits (8%) are also utilized, though they trail significantly behind phone and email.

Despite the proliferation of digital communication tools, only 1% of Americans prefer chatbots when reaching out to businesses. Social media as a contact method also remains niche, with just 4% selecting it, though Gen Z (8%) and Millennials (6%) are more inclined toward this option. Website forms (5%) and mobile apps (2%) also have relatively low engagement.

Gender and income differences in customer service preferences

Gender plays a role in contact preferences. Men are more likely to visit businesses in person (10%) compared to women (6%), while women are more inclined to use live chat (12% vs. 8%) or avoid contacting businesses altogether (8% vs. 6%).

Income level also influences customer service preferences. While phone remains the top choice across all income groups, higher earners (32%) are less likely to rely on it than middle-income (36%) and lower-income individuals (37%). Instead, higher-income consumers are more likely to use email (28%) and live chat (15%), suggesting a preference for digital efficiency over real-time conversation.

Despite technological advancements, Americans still prefer traditional customer service channels, with phone and email leading the way. However, age, gender, and income levels shape these preferences, influencing how different consumer segments engage with businesses. While digital tools like live chat and social media remain secondary, younger and higher-income consumers show a gradual shift toward these alternatives, signaling potential future changes in customer service communication.

YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative of the online population and weighted by age, gender, education, region, and race. Learn more about Profiles.