These days it’s so much easier than it’s ever been to phone someone, as most of us have a phone with us at all times! However, it’s becoming apparent that we’re also more reluctant than ever before to make or receive phone calls. So, in this episode we’re exploring phone calls and their role in our work as enablers of change. As Shakespeare might say, “to phone, or not to phone, that is the question”.
Research shows that the younger generations are using smartphones for anything but actual phone calls. Many people under 40 are more comfortable letting their fingers do the talking, using text, images or even sending recorded voice messages rather than talk to someone in real time over the phone. This trend has significant implications, particularly for enablers of change, such as farm advisors and extension practitioners, who rely on effective communication skills to support and facilitate change on-farm.
A recent survey of more than 1,000 Gen Z Australians (those aged between 18 and 26), found that almost 60% dread making or accepting a phone call (Hopkin, 2024). In the United States, 81% of millennials report feeling anxious before making a call (Turner, 2024). This aversion to phone calls, often likened to modern-day phobias like spiders and heights, means that conversation is becoming a bit of a lost art.
Some recent Australian research released by CommBank and More adds a bit more detail on Gen Z’s relationship with staying connected. Despite 98% of respondents saying that it’s important to stay connected with friends and family, only 1 in 10 Gen Z Aussies prefer phone calls. Instead, face-to-face meetings and texting are their preferred communication methods. This preference extends to handling unpleasant tasks, with 87% of Gen Z admitting they would rather send a text than make a phone call, and nearly half feel anxious about speaking on the phone (CommBank, 2023).
Similarly, an American study identified several reasons millennials avoid phone calls: calls can be time-consuming, disruptive, presumptuous, inefficient, and stressful (Turner, 2024). The ‘generation mute’ trend highlights that people growing up in the digital age have adopted alternate forms of communication, leading to a decline in voice calls. Technology has paved the way for today’s popular digital communication forms such as WhatsApp, Facebook Messenger, and Snapchat. While daily smartphone usage continues to rise, the volume of calls from these supposed ‘phone addicts’ is actually reducing.
Apparently 75% of millennials avoid phone calls as they find them time-consuming, and 64% avoid them to steer clear of whiny or needy people. Additionally, 81% of millennials experience apprehension or anxiety before making a call, and 88% would rather have unlimited data than calls and SMS. These statistics underscore the preference for faster, less intrusive forms of communication that fit into their schedules (Turner, 2024).
In fields where timely, effective communication is crucial, such as journalism and agricultural extension, this phone aversion poses a significant challenge. Narelle Hopkin at Murdoch University highlights how “telephobia” may be causing the loss of a key communication skill in younger generations. Journalism students, for instance, often find it rude to receive unannounced voice calls and prefer to divert calls to voicemail, responding later via text (Hopkin, 2024). Another study (Kumar & Epley, 2020) elaborated on this and found that while people expect voice-based interactions to be more awkward, these interactions actually create stronger social bonds and are not more awkward than text-based interactions. This misunderstanding leads people to choose less effective media for creating social connections.
What’s interesting is that recent research from Canada and the USA indicates that people often overestimate their persuasiveness when communicating via email compared to face-to-face interactions. These studies show that requests made in person are significantly more effective, with face-to-face requests being 34 times more likely to succeed than those made via email (Roghanizad & Bohns, 2017; Kim & Oh, 2023).
Addressing this issue highlights how we often default to providing knowledge as part of training for extension activities. But actually what’s needed is a chance to practice and develop skills. For instance, at Murdoch University, doubling the time spent teaching the art of interviewing and practising phone calls has proven beneficial. Students are encouraged to make at least 10 phone calls in a classroom setting, starting with classmates and then moving onto strangers (Hopkin, 2024). This practice helps lower anxiety and improves success in communication-intensive fields.
The reluctance to use phone calls among younger generations is not just a matter of convenience but a reflection of deeper anxieties associated with oral and real time communication. For us as enablers of change, understanding and addressing these anxieties is crucial. It can be awkward for young extension practitioners and also the young farmers they may be phoning.
We started with Shakespeare, so let’s finish with his “To be, or not to be: that is the question,” as we now face a modern communication quandary: to phone, or not to phone. We invite you to share your experiences with young people and phone calls, including any tips and ideas for overcoming phone anxiety. Relax, you don’t need to phone us—just add your comments below!
Thank you for joining us on this journey of exploring communication in the digital age. Remember to subscribe to our newsletter for updates on new insights and discussions.
Resources
CommBank. (2023). CBA and More reveal Gen Z research. Retrieved from https://www.commbank.com.au/articles/newsroom/2023/06/CBA-More-Gen-Z-research.html
Hopkin, N. (2024). Young people hate making phone calls – could it be hurting their careers? The Conversation. Retrieved from https://theconversation.com/young-people-hate-making-phone-calls-could-it-be-hurting-their-careers-232167
Kim, L. T., & Oh, S.-H. (2023). Predicting telephone anxiety: Use of digital communication technologies, language, and cultural barriers, and phone avoidance. Communication Research Reports. https://doi.org/10.1080/08824096.2023.2221845
Kumar, A., & Epley, N. (2020). It’s surprisingly nice to hear you: Misunderstanding the impact of communication media can lead to suboptimal choices of how to connect with others. Journal of Experimental Social Psychology, 89, 925-936. https://doi.org/10.1037/xge0000962
Roghanizad, M. M., & Bohns, V. K. (2017). Ask in person: You’re less persuasive than you think over email. Journal of Experimental Social Psychology, 69, 223-226. https://doi.org/https://doi.org/10.1016/j.jesp.2016.10.002
Turner, A. (2024). Why millennials hate talking on the phone. Retrieved from https://www.bankmycell.com/blog/why-millennials-ignore-calls
Ooo. I like that 34X statistic… quite persuasive!
It is indeed! And I liked the term “telephobia” too…
Really helpful article – Thanks! Text and email first and then call
Thanks Rachael… and yes, that’s the way to do it!
When I first came across this, I thought that they were isolated cases. So now it is a trend that will clearly lead to more misunderstandings. Perhaps conferences will be those rare occasions when people can develop a direct means of really understanding issues and multiple points of view.
Good points there Noel, and talking of conferences, I’m looking forward to APEN 2025 in Brisbane!
Great topic. I’ve certainly noticed that text & email is a preferred approach but as the research shows it goes struggle to get cut through.
I wonder if juniors in sales agronomy have the same phobia or are allowed to? Or is it more common with Institutional extension providers?
Good question Ian… the research would indicate it’s generally true for most younger people, but maybe sales agronomists get over the pain of it quicker than others!
As a millennial, I can attest to the telephobia! I always felt bad about it and wondered what was wrong with me to feel that way, but as I’ve got older and explored it more, I’ve realised I am not alone and the data in this article goes to show I am in fact one of the majority. I also often think about the intersect of our personality type in this – many of my extroverted friends will pick up the phone without thinking twice before considering a text or email. As an introvert, and many of my introverted people… Read more »
Thanks so much for your thoughtful response Sarah!
As a fellow introvert, I feel your pain with those phone calls, especially the cold calls! I too have been doing my fair share of those recently for a project evaluation, and I’ve had to grit my teeth and just do it.
I remember reading the book ‘Feel the fear and do it anyway’ by Susan Jeffers. In it she suggests reframing fear as a natural part of growth and acting despite the fear. It’s not easy to do, but it’s part of life!
A very helpful analysis John! Text message responses explained quite definitively. The US trend is even more truth in practice. Text messaging has also become the medium for delivering so many other things that avoid conversations i.e. docs and photos and internet links! This article possibly even explains the use or trending disuse of email and the importance of face-to face conversations when you have them. My conclusion is to define the client generation or profile you are interacting with, phone where best or as suits the individual, only email if requested, text the rest and make bloody sure your… Read more »
That’s so true Greg! Focusing on the generation makes sense, and just today I learnt I need to be open to using icons at the start of major headings in reports for the younger generations. And yes, face-to-face conversations are gold!