Consumers Are Selective with Brands

More than three-quarters of consumers (78 per cent) ignore or delete eMails from brands they’ve subscribed to half of the time or more, says a report by Airship. The report says younger generations are more likely to rarely check their eMail and use anonymous or fake eMail addresses. As well, consumers are least likely to share information from their social profiles, but many more will share their social values relating to environmental, moral, political, and religious views. ‘Personalized offers based on behaviours’ is one of the least likely motivators for consumers to opt in to smartphone communications, while ‘information not relevant or personalized to my needs’ is the second most common reason for opting out. To gain the insights necessary to meet today’s expectations, brands must provide a more robust mobile app experience with individualized control to reach much deeper into the hearts and minds of their customers.