The main reason why people delete apps includes too many irrelevant notifications, according to new research by multi-channel engagement platform Leanplum. Based on a survey of 1,000 mobile phone users in the US, the research found that there’s no big generational divide when it comes to the reasons for deleting apps.
Gen Z (67%), Baby Boomers (61%) and Millennials (75%) agree – copious irrelevant notifications are annoying.
It’s a wake-up call for brands and app makers who may be trying to navigate the line between keeping their users under- or over-engaged.
Survey respondents voted for social media and financial companies as the best brands at communicating with users. Facebook, Wells Fargo and Bank of America ranked highest for notifications and communication. Almost a third (30%) of people say they like to receive financial alerts, whilst 25% believe that Facebook does a good job.
Interestingly, email emerged as a strong player with 46% of respondents saying they prefer to receive email notifications. Just 15% felt the same way about push notifications.
Email came out on top for communication among Millennials (46%) and Gen Z (28%). However, 54% of people are more likely to open emails from messaging companies and 41% would open financial emails.
“Through our research, we are finding more and more that email is stronger than ever before,” said Momchil Kyurkchiev, CEO and founder of Leanplum. “Because email is so accessible on our phone, it is being used in combination with push notifications, allowing for brands to craft communications with their users that are thoughtful, personalized and based on the unique characteristics of each customer.”
The research also highlighted that 60% of people prefer certain times during the day when they receive a notification. However, preferences for the morning (27 percent), afternoon (38 percent) and evening (34 percent) are fairly similar.
The majority of Gen Z (72%) enjoy receiving messages from friends and followers on their social media channels.