Customers are spending more time in apps, including utility, health and service apps. That matters for utilities.
A recent mobile report found that Gen X spent 3.1 hours per day in apps, primarily in utility, health and service apps.¹ That is a strong signal that customers are comfortable using digital tools for practical, everyday tasks.
But digital usage does not automatically mean the customer experience is working.
Recent research found that 19% of utility customers report poor digital experiences. It also found that 28% of utilities still do not offer mobile apps.² That gap matters because customers increasingly expect service providers to make information easy to find and easy to act on.
For utilities, the question is not simply whether customers will use digital tools. The question is whether those tools are supported by clear communication.
Availability is not the same as adoption
Many utilities offer digital payment tools, portals, alerts or mobile options. But customers still need to know those tools exist. They also need to understand how to use them, why they matter and what happens after they sign up.
A portal link buried in a statement may not be enough. A one-time email may not be enough. A mobile app may not be enough if customers do not know when to use it or what they can do there.
Digital adoption depends on communication.
Customers look for information in more places
Search behavior is changing too. Customers are using AI tools, social platforms, online communities and video posts to find answers.³ That means utilities cannot assume customers will always start on the utility website or inside the app.
This creates a practical challenge. Important information about billing, outages, payment options, assistance programs or digital enrollment needs to be easy to understand across multiple touchpoints.
The message should feel connected whether customers see it in a bill, email, app, portal, mailed notice or customer service interaction.
Print can support digital behavior
Print still has a role in a digital customer experience.
A bill can introduce a digital payment option. A mailed notice can explain how to enroll in autopay. A statement message can remind customers where to find outage updates. A QR code can help customers move from print to a digital action.
The goal is not to choose print or digital. The goal is to make the next step clear.
When print and digital work together, customers are more likely to understand what they can do and where to go.
Communication makes digital tools more useful
Digital tools can improve speed, convenience and self-service. They can also help reduce pressure on higher-cost service channels. But the technology alone does not create a better experience.
Customers need clear prompts, consistent messages and practical instructions. They need to know what action to take and why it matters.
That is especially important for utilities because many customer communications are tied to essential services. Bills, notices, reminders, outage updates and payment options are not optional touchpoints. They are part of the service relationship.
The best experience is connected
As digital expectations rise, utilities need communication systems that support both online and offline customer needs.
At Matrix, we help utilities manage print and digital communications that keep customers informed and support stronger relationships. We are not here to tell utilities how to run the grid. We help make essential customer communications clearer, more coordinated and easier to act on.
Apps matter. Portals matter. So do bills, notices and statements.
The customer experience works best when all of those touchpoints work together.
Are your utility communications helping customers take the next step? Matrix can help. Visit matriximaging.com to start the conversation.
Sources
- Sensor Tower, “State of Mobile 2026.” https://sensortower.com/report/state-of-mobile-2026
- J.D. Power, “Affordability, AI and Outages Top Issues Keeping U.S. Utility Leaders Up at Night in New Year: J.D. Power Utilities Outlook 2026.”
- American Marketing Association, “2026 Future Trends in Marketing Report.” https://www.ama.org/marketing-news/2026-trends-report/
