Generation Z prefers text messages to phone calls

The smartphone has become an integral part of Swiss people's everyday lives. But while the device is often held in the hand, it is increasingly moving away from its original purpose - making phone calls. A recent study by the market and opinion research institute Marketagent Switzerland shows that 79.7% of respondents prefer text and voice messages to traditional phone calls.

The preference for written communication is particularly pronounced among Generation Z. On average, they check their smartphone 23.6 times a day for new messages - two and a half times as often as baby boomers with an average of 9.4 times. There are also clear differences in smartphone use in the morning: While Generation Z reaches for their smartphone just 12.4 minutes after waking up on average, baby boomers wait an average of 32.2 minutes.

"The Swiss often have their cell phones in their hands, but rarely on their ears. It is increasingly moving away from its original purpose - making phone calls," says Roland Zeindler, Managing Director of Marketagent Schweiz AG, summarizing the trend.

Various factors play a role in the choice of communication channels. According to the study, the most important advantages of text messages are time flexibility (60.8%) and the ability to share photos, videos and links (57.7%). Phone calls, on the other hand, are preferred above all for important or confidential topics - 76.4 percent of respondents say they pick up the phone in this case.

There are also cross-generational similarities when it comes to phone etiquette: 82.2% of respondents think that the loudspeaker function is a no-go in public. This view is shared by both baby boomers (89.9%) and Generation Z (70.5%).