Consumers increasingly selective with the data they share
Brands are expected to provide personalised data controls
Increasing data privacy regulations and changes from Apple and Android give consumers greater transparency and control over the personal information they share with brands, which predictably is resulting in the demise of third-party data.
To help companies transition to direct customer relationships where first-party and zero-party data improve customer understanding and provide more opportunity to create greater mutual benefit, mobile app experience company Airship has published a report entitled 'The Mobile Customer Imperative'.
Based on a survey of more than 9,000 consumers across seven countries, including the U.S., U.K., France, Germany, Australia, Singapore and India, the report spotlights new consumer behaviors and expectations for digital communications along with recommendations for how companies can gain greater value while enhancing the customer experience.
A few key findings include:
- More than three-quarters of consumers (78%) ignore or delete emails from brands they've subscribed to half of the time or more. Younger generations are more likely to rarely check their email as well as use anonymous or fake email addresses
- Consumers are least likely to share information from their social profiles across 15 types of information, but many more will share their social values relating to environmental, moral, political and religious views
- "Personalized offers based on behaviors" is one of the least likely motivators for consumers to opt in to smartphone communications, though "information not relevant/personalized to my needs" is the second most common reason for opting out
- More than half of US consumers (52%) will share their mobile phone number for text messages, but only 37% will share it for phone calls
The survey results show a strong and growing consumer preference for mobile apps, with most app categories trending towards 75% of respondents using them more or about the same since the pandemic began - highlighting the opportunity to establish positive feedback loops between brands and customers.
Now, brands are better able to engage customers wherever they are, while app users benefit from sharing their preferences and affinities for more personalized service, with greater control over their data and the ability to easily shut down brands that aren't meeting their needs.
"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 individualized control to reach much deeper into the hearts and minds of their customers."
Sources: Airship / The Marketing Factbook.
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