Mobile users are more likely to share email for branded communication

Anne Freer | December 10, 2021

Mobile Advertising

Around 40% of people are more likely to accept continued brand communications if they can control the purpose, frequency and engagement channel. That’s according to new research from Airship, the mobile app experts.

Based on the answers from 9,000 consumers based in the UK, France, the US, Australia, Singapore and India, the survey found that respondents are using mobile apps more or about the same since the start of the pandemic (70% in the UK), highlighting opportunities for brands to engage with customers in a more meaningful way.

Among the top reasons why consumers opted in for brand communications were loyalty points and discounts (38%) order confirmations (23%), early access to big sales events (22%) and shipping/delivery or click and collect alerts (21%).

The second most common reason for Brits to opt out of smartphone communications was information that wasn’t relevant to them (38%).

But privacy and security is still a key concern and brands must address consumer needs here.

“Data privacy remains a key issue for consumers. Companies must go far beyond targeting ‘eyeballs’ and delivering one-way messaging and brand-centric campaigns to succeed in the customer-first digital future,” said Brett Caine, CEO and president, Airship. “To gain the insights necessary to meet today’s expectations, brands must provide a more robust mobile app experience with individualised control to reach much deeper into the hearts and minds of their customers.”

 The report also highlights that only 34% of UK are willing to share information from their social profiles with brands, while 46% are happy to share their social values.

A majority (81%) of UK consumers will also ignore or delete branded emails, even if they’ve subscribed to them.

Over half of UK consumers are willing to share their mobile number for text messages but just 38% will share it for phone calls.

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