Should You Call, Text, Email, or Video Call? New Research Reveals Consumers and Businesses Prefer Voice

Hiya’s 5th annual State of the Call report unveils the top trends and insights for the voice channel


  • More than 12,000 consumers and 2,000 businesses ranked the phone call No. 1 for remote interactions, beating out text, email, video calls, and chatbots
  • Nearly half of US businesses predict their use of the phone call will increase over the next 12 months 
  • Just two out of 10 unidentified calls are answered, while seven out of 10 identified calls are answered
  • Americans received an average of 18 spam and fraud calls per month in 2021––up 13% from 2020 
  • Just 42% of consumers globally think their carrier is currently doing enough to reduce spam and fraud calls 

SEATTLE – March 3, 2022 – Hiya, the leading call performance management cloud, has released its 5th annual State of the Call report based on more than 150 billion calls analyzed, and 12,000 consumers and 2,000 businesses surveyed in the U.S., Canada, UK, Germany, Spain, and France. The report finds that consumers and businesses prefer the phone call over all other methods of communication, and that spam and fraud calls are a growing problem globally. 

Consumers and businesses prefer the phone call 

Across the globe, consumers prefer to pick up the phone when they need to connect with their bank, credit card company, insurance agent, healthcare provider, pharmacy, delivery service, and especially coworkers, friends, and family. 

Top communication channels, ranked by consumers: 

  1. Phone Call: 32%
  2. Email: 20%
  3. Text Messaging/IM: 12%
  4. Video Call: 6%
  5. Website Chatbots: 5%
  6. Other/NA: 26%

To connect with customers, businesses have turned to voice–– particularly for time-sensitive interactions such as responding to customer inquiries, scheduling appointments, and closing sales––and predict their use of voice will increase (36% of businesses) or stay the same (50%)  in the next 12 months. 

Unidentified calls hurt legitimate businesses 

Consumers are screening the majority of unidentified calls. Just two out of 10 unidentified calls are answered, compared to seven out of 10 identified calls that are answered. Consumers have grown suspicious of unidentified calls, noting that they think unidentified calls might be fraudulent 94% of the time. And this mistrust hurts business performance: Half of all businesses surveyed reported that they lost a customer or a deal by not being able to reach them by phone. To combat this problem, businesses believe adding identity to their outbound calls is the most effective way to increase answer rates, and 97% of US businesses surveyed would pay a premium per call for branded caller ID. 

Spam and fraud calls are a growing problem globally 

In the six countries surveyed (US, Canada, UK, Germany, Spain, and France) there were an estimated 117 billion spam and fraud calls last year, averaging 14 spam and fraud calls per month per user. One-quarter of consumers in these countries reported losing money to a phone scam in 2021, with an average loss of $542 per victim. 

Spam and fraud calls in 2021:

  • US: 80.1B (18 per user per month) 
  • France: 12.4B (21 per user per month) 
  • Spain: 8.9B (20 per user per month) 
  • UK: 6.6B (12 per user per month) 
  • Germany: 5.9B (6 per user per month) 
  • Canada: 3.1B (6 per user per month) 

While the United States topped the list with the highest volume of spam and fraud calls, people in France and Spain experienced the highest number of calls per user––the first time that a European country has surpassed the US. 

The topics of the most popular spam campaigns in the United States in 2021 included: 

  1. Auto Warranty 
  2. Social Security Number
  3. Credit Card
  4. IRS
  5. Student Loan 

Throughout 2021, the auto warranty spam campaign was the most common spam call, accounting for more than 1 in every 10 spam calls received by Americans. 

Are carriers doing enough to reduce spam and fraud calls?

Carriers are in a unique position to reduce spam and fraud calls, but just 42% of consumers think that carriers are doing enough. In the US, AT&T subscribers reported the highest approval (61%) and lowest disapproval (18%) ratings of their network’s call protection service.

“I think my carrier is doing enough to reduce spam and fraud calls” ––according to consumers: 

  • US: 47% agree; 25% disagree
  • Germany: 47% agree; 18% disagree
  • UK: 46% agree; 16% disagree
  • Spain: 46% agree; 25% disagree
  • France: 35% agree; 38% disagree
  • Canada: 34% agree; 32% disagree

From Hiya CEO and Founder Alex Algard: 

“Despite the many ways in which our world has changed over the past two years, the phone call remains central to how we communicate,” said Alex Algard, Hiya founder and CEO. “These findings are more proof that nothing is better than the phone call when in-person interactions are not available. That’s why we see businesses and consumers preferring voice as a channel, and why when people want to get something done, or need to have an important conversation, they pick up the phone.”

To learn more, visit or download the full State of the Call report here


March 3, 2022