HubSpot has released a research report, conducted by YouGov, on the efficacy of WhatsApp as a direct channel to reach customers in Singapore.
When compared to pre-pandemic days, 57% of Singaporeans reported they have increased their purchases via mobile phones for both personal and business use. When making these purchases, 61% of Singaporeans say they prefer to use WhatsApp when inquiring about a product or service from a business over other conversational messaging platforms.
The study also found that 67% of Singaporeans prefer using WhatsApp to communicate with businesses as they find it convenient and already use it in their day-to-day life respectively. Over half of these Singaporeans (53%) said it saves them time to start and continue a conversation via WhatsApp compared to other channels.
“Today, consumers expect brand experiences to be highly personalised, delivered via the channels they prefer, and to receive real-time answers. In Singapore, WhatsApp has clearly emerged as the platform of choice for consumers, and this presents an enormous opportunity for businesses to be more immediate with how they engage with prospects and customers, adapt to their preferences, and stand out from the competition.” said Kat Warboys, Marketing Director, APAC at HubSpot.
“In another study, we found that almost all marketing leaders in Singapore unanimously agree that they are facing challenges to business growth and are seeking new avenues of growth at a time when marketing budgets are being streamlined. WhatsApp presents new opportunities to reach digital-first consumers in personalised and cost-effective ways amid uncertain times,” said Warboys.
As per the current study, over eight in ten (83%) of Singaporeans said that they are likely to enquire for information over WhatsApp for personal product use, while three quarters (76%) of Singaporeans said they would enquire about company products. When trying to directly reach a brand, 57% of Singaporeans felt that they prefer to use WhatsApp when seeking customer support.
“The WhatsApp integration is the latest development in HubSpot’s commitment to building a CRM platform that helps businesses create more connected, seamless customer experiences,” the company said in a release.