Report: Two-thirds of consumers would rather use a chatbot than browse a website

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Conversational marketing agents, or chatbots, have become practically ubiquitous on the Internet today. According to, eight out of 10 people say they have used a chatbot in the past, but the majority of customers – 70% – say chatbots generally answer all or most of their questions satisfactorily.

Chatbots have become such an important way of navigating websites and finding information that two-thirds of consumers say they will use chatbots instead of browsing websites to find what they are looking for. About 18% of consumers use chatbots to find business hours, while 17% are interested in learning more about product information, and 16% are looking to find a nearby business location; Other usage cases include requesting customer service (16%), requesting technical assistance (12%), requesting a quote (11%) and asking for personal recommendations (9%).

Meanwhile, marketers are deploying more chatbots to increase customer travel. 93% of marketing professionals say that their companies currently use chatbots to communicate with prospects and customers, while 87% of companies that do not currently use chatbots expect to do so in the future, half of which companies expect to do so in the future. . Next year or sooner. Almost all marketing professionals – 98% – confirm that chatbots have improved overall customer journey for customers and prospects, as well as increased lead conversions for their companies. The most notable gains were increased sales conversions through more qualified leads, a decrease in customer-support requests, a more positive customer experience, and increased brand affinity.

A pie graph of why consumers use chatbots.  The results of this graph can be found in the full text of this report.

In November 2021, conducted two surveys to measure the use of chatbots in marketing. The first survey was directed at customers and had 1,000 participants. Another survey of 250 was conducted, all of which had the titles of Chief Marketing Officer, Digital Marketing Manager, Vice President of Marketing or Marketing Director. The aim of the survey was to evaluate participants’ familiarity, use and satisfaction of intelligent chatbots, as well as the appeal of technology compared to other products currently available. Respondents represented a variety of industries, education and income levels.

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