03/27/2026
What callers prefer while they are on hold | RESEARCH FINDINGS
Most people indeed prefer hearing information about the company paired with music over complete silence or generic filler. Studies consistently show that this combination improves caller retention and reduces perceived wait times.
Preference for Information
Approximately 88% of callers prefer hearing information or helpful messages over "canned" music or silence.
Retention Time
Callers listening to information with music stay on the line up to three minutes longer than those in silence. Combining music with voiced announcements can improve call abandonment rates by up to 75%.
Perception of Time
Silence makes wait times feel significantly longer. In one study, a 30-second silent wait felt like 90 seconds, whereas callers with music felt that same 30 seconds lasted only 15.
Connection Reassurance
Music or messaging serves as a "comfort tone," reassuring callers they haven't been disconnected. Without it, many assume the call has dropped within 40 to 60 seconds.
Be Relevant
Effective messages include store hours, current promotions, or answers to frequently asked questions, which can sometimes resolve the caller's issue before they even reach an agent.
Avoid Repetition
Callers quickly become frustrated with short, looping music tracks or the same message played every 15 seconds.
Brand Alignment
Using music that matches the brand’s tone (e.g., upbeat for retail, calming for healthcare) creates a more professional and less irritating experience.
