Gen Z: Do They Really Prefer to Text?

“Gen Z doesn’t want to call. They only want to text.” You’ve probably heard some version of that statement recently and while it isn’t completely wrong, the data tells a more interesting story.

Yes, Gen Z often prefers texting in everyday situations, but when it comes to reaching out about a potential abortion decision, the behavior isn’t quite the same. In fact, the biggest factor influencing how someone reaches out is what options they’re given and where those options appear.

What the Data Actually Shows

Based on more than 27,000 abortion-minded contacts generated through our Google Ad campaigns over the past 12 months, here is the breakdown of lead submission types:

• Calls: 15,608 / 56.4%

• Form Submissions: 7,277 / 26.3%

• Texts: 4,757 / 17.2%

Even when multiple contact options were available, texting was the least chosen method of outreach.

So why is this?

There are a few reasons actually. First, many Google campaigns use what’s called a “click-to-call” asset. This creates a “Call Us” button that appears directly on the ad before the lead ever lands on the website or landing page.

Once someone does arrive on the landing page, placement matters more than anything. On the pages used in the example above, the buttons are placed right next to each other, allowing visitors to choose whichever option feels most comfortable in the moment.

If you only place a “click to text” button on the page, many people will choose to text simply because it’s the only option available. But when you offer multiple ways to reach out, all of them will be used, and calls may actually become the primary method.

What does this mean for my center?

We suggest the center include multiple ways for visitors to reach out on your pages, such as phone calls, text messaging, contact forms, chat widgets, and direct booking options. It’s a good idea to have as many contact options as possible and letting the woman decide which method feels most comfortable for her. Offering several communication channels allows each person to choose the approach that feels right in the moment. Then, after you’ve collected a decent number of leads, you’ll be able to analyze how people are actually contacting you.

Start by looking at the raw lead numbers to see which options are being used most often.

Example Scenario:

• Total Leads: 200

• Calls: 50

• Texts: 20

• Forms: 30

• Chat Widget: 40

• Direct Booking: 60

Next, look at how many of those leads actually scheduled or showed up for an appointment.

• Total Appointments Schedules 127

• Total Appointments Showed 54

• Calls: 30 Booked / 20 Showed

• Texts: 10 Booked / 6 Showed

• Forms: 7 Booked/ 3 Showed

• Chat Widget: 20 Booked/ 15 Showed

• Direct Booking: 60 Booked/ 10 Showed

In this example, direct booking produced the most leads (60) but only resulted in 10 appointments, which is a 17% conversion rate.

Calls, on the other hand, generated slightly fewer leads (50) but resulted in 30 appointments, which is a 60% conversion rate.

This kind of data changes how you shape your marketing, and how you staff your center.

Instead of guessing what Gen Z prefers, centers can prioritize the outreach method that actually produces real appointments.

That usually means keeping all options available, and designing your pages to promote the highest producing call to action.

It’s also vital to have a system that allows you to track all of your lead types in one central place. This helps you avoid tedious, manual work and ensures data accuracy.

Our system, LifeLead, brings all of your outreach channels: calls, texts, website forms, chat widgets, and direct booking, into one place. It shows you exactly where your leads are coming from and which outreach methods are leading to real appointments and life-saving conversations.

With clear tracking and reporting, your center can finally see what’s working and focus your time and resources on the strategies making the greatest impact.

Jeremy Huggins, Director of Technology at Life Advancement Group. He spearheads innovative communication technology for pregnancy centers across the U.S.. A passionate marketer and entrepreneur, he graduated Magna Cum Laude in Marketing and Finance from Grand Valley State University. Jeremy's expertise spans data analytics, lead management, paid advertising, and emerging technologies.