Is Threads losing steam? Here’s what we know [new research]

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When Threads launched in July 2023, it made headlines for breaking records — 100 million sign-ups in less than five days — and was quickly dubbed the “Twitter killer.” But within weeks, usage dropped sharply. Headlines followed, warning that Threads was already losing steam.

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Fast forward to 2025, and the picture looks very different. Despite early skepticism, Threads has quietly grown into an active conversation platform online, yet it is still murky waters for brands.

So, is Threads really losing steam? Not quite. The platform may have cooled from its explosive debut, but recent data and the marketers I spoke with suggest it’s gaining traction in a more sustainable, long-term way.Customer communication preferences vary widely in today‘s digital landscape. Some may want to go to a company’s landing page, country wise email marketing list initiate a conversation with a chatbot, or even pick up the phone to learn more about a service or product.

In my experience leading marketing teams, understanding how your customers prefer to interact with your brand is essential for creating exceptional customer experiences that drive loyalty and retention.

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[Updated for 2025]
Read on to discover HubSpot Blog insights and research about customer communication preferences with their favorite businesses.

Table of Contents

Customer Communication Preference Statistics
How Customers Prefer to Learn About Products
How Customers Prefer to Communicate with a Company
How I Think Companies Can Better Meet Customer Expectations This Year