For sensitive info, Indians prefer SMS, email over phone call

If it's sensitive or not a sweet statement, most Indians prefer communicating that through an email or a text message.

In a recent study by independent market research firm Ipsos's global innovation centre Open Thinking Exchange (OTX), 69 per cent or seven out of every 10 Indians admitted that they say things in a text message or in e-mail that they would not say voice-to voice or person-to-person. This is far ahead of the global average of about 43 per cent. The study was conducted among 18,502 adults in 25 countries in August.

People prefer to share sensitive comments like - 'I love you', 'Our relationship is over', 'You are fired', 'I failed in the exam' in writing rather than saying over the phone or face-to-face to avoid embarrassment when they are physically involved, said Biswarup Banerjee, head of marketing communication, Ipsos in India.

"Text or email is comparatively an impersonal medium and people feel less hesitant to speak their mind. Perhaps that is the reason why a majority of Indians would rather avoid saying things in person or over the phone," Banerjee said.

However, India stands at No 4 on the list, after China (90 per cent), South Korea (80 per cent) and Indonesia (76 per cent), and followed by Saudi Arabia (67 per cent), according to the study.

Demographically in India, age appeared to be the most significant variable as those under the age of 35 (75 per cent) are considerably more likely than those aged 35-49 (67 per cent) and those 50-64 (52 per cent) to text/email things they won't say out loud.

Education is also a significant factor as seven in 10 (69 per cent) of those with a high level of education say they do so compared with 100 per cent among those with low education. Both, Indian women (70 per cent) and men (68 per cent) feel more comfortable texting / emailing sensitive subject rather than voicing it out.