Business Wire

New Global Survey Finds Consumers Are Becoming More Selective About Where, When and How They Share Information with Brands

Share

The mobile app experience company Airship has today published a new report which highlights new consumer behaviour on mobile and their expectations from brands. Based on a survey of more than 9,000 consumers across seven countries, including the U.K, France, Germany, U.S, Australia, Singapore and India, the report found that 40% of global respondents are more likely to continue receiving brand communications if they are given controls over purpose, frequency and channel.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20211208006131/en/

To view this piece of content from mms.businesswire.com, please give your consent at the top of this page.

Information consumers are willing to share with brands for personalised interactions and special incentives (Graphic: Business Wire)

The survey results show a strong and growing consumer preference for mobile apps, with 70% of UK respondents on average using apps across all industries more or about the same since the pandemic began — highlighting the opportunity to establish positive feedback loops between brands and customers. Brands are now better able to engage customers wherever they are, while app users benefit from sharing their preferences and affinities for a more personalised service, with greater control over their data and the ability to easily shut down brands that aren’t meeting their needs.

The report also reveals the top reasons UK consumers opt-in to brand communications are for immediate discounts or loyalty reward points (38%), order confirmations (23%), early access to big sales events (22%) and shipping/delivery or click and collect alerts (21%).

On the flip side, location-based offers and behaviour-based personalised offers are the two least likely to motivate shoppers to initially opt in to brand communications on their smartphone (16% and 15% respectively). However, the second most common reason Brits opt out of smartphone communications is “information is not relevant/personalized to needs” at 38%. Additionally, among the top five items of personal information UK consumers will share for more personalised interactions and special incentives are “interests relevant to the brand” and “​​what they’ve browsed on the brand’s website or app.”

“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.”

Other key findings from the report include:

  • Only 34% of UK consumers are willing to share information from their social profiles with brands — the lowest percentage across 15 types of personal information — but many more (46%) will share their social values relating to environmental, moral, political and religious views.
  • 81% of UK consumers 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.
  • More than half of UK consumers (53%) will share their mobile phone number for text messages, but only 38% will share it for phone calls.

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. The full report, available for download here, will 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.

Methodology

The survey was conducted by Sapio Research on behalf of Airship in September 2021. Respondents included 9,143 consumers in seven countries who were asked a variety of questions about their experiences, expectations and desires in interacting with brands digitally. At an overall level, the survey’s results are accurate to ±1% at 95% confidence level.

About Airship

No one knows more, does more, or cares more when it comes to helping brands master mobile app experiences than Airship. From the beginning of apps, we powered the first commercial messages and then expanded our data-led approach to all re-engagement channels (mobile wallet, SMS, email), app UX experimentation, proactive in-app conversations and now rich in-app experiences that business users can create and adapt on their own — with no ongoing developer support or app update required.

From the trillions of mobile app interactions we’ve powered for thousands of global brands, we’ve been there, and done that, lending our solutions and expertise to help apps become the pinnacle of elegant customer experiences and winning brand loyalty strategies.

For more information, visit www.airship.com, read our blog or follow us on Twitter, LinkedIn and Facebook.

To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.

Contact information

Media Contacts:
Europe:
Ana Williams
Airship
+44 (0)20 3405 5160
Ana.Williams@airship.com

UK:
Pauline Delorme
Tyto PR
+44 7531 642 983
Airship@tytopr.com

About Business Wire

For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.

Subscribe to releases from Business Wire

Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.

Latest releases from Business Wire

Feeling ’22: Mary Kay Inc. Announces Awards, Milestones, and Accomplishments From First Half of the Year28.7.2022 20:02:00 EEST | Press release

Mary Kay Inc. is feeling ’22. Throughout the first half of the year, the iconic global entrepreneurship company has furthered its innovations in skin science, continued its social impact efforts, and garnered several prestigious awards for its business and leadership. It’s a thing of beauty—and the nearly 60-year-old brand is just getting started. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20220728005228/en/ Mary Kay logo (Graphic: Mary Kay Inc.) 2022 AWARDS & HIGHLIGHTS 30 total awards for business excellence, social impact and sustainability 10 employer awards recognizing Mary Kay as a great place to work and for operational excellence 7 awards for Mary Kay’s c-suite and senior leadership 17 self-released reports reinforcing Mary Kay’s operational and philanthropic efforts supporting its sustainability commitments for its Enriching Lives Today for a Sustainable Tomorrow strategy 3 mentions in annual reports from social i

Asaf Ashkenazi Named CEO of Verimatrix28.7.2022 19:00:00 EEST | Press release

Regulatory News: Verimatrix (Euronext Paris: VMX) (Paris:VMX), today announced the appointment of Asaf Ashkenazi as Chief Executive Officer effective Monday, August 1st, 2022. Amedeo D’Angelo, Chairman and Chief Executive Officer since 2015, remains Executive Chairman of Verimatrix effective the same day. Asaf Ashkenazi joined Verimatrix in 2018 and currently serves as Chief Operating Officer. He will lead the company’s ongoing business model transformation announced last year that focuses on recurring subscription-based revenue sources and new products. “This evolution and reinforcement of the Verimatrix governance structure aligns well with the company’s needs as we further the progression of our business model,” Amedeo D’Angelo said. “I look forward to working closely with Asaf in his newly expanded role as CEO during this strategic development of Verimatrix.” Previously leading the company’s R&D, product, sales and marketing operations, Asaf Ashkenazi will continue to harness his d

GUESS Heads to Granada for the 2022 Fall/Winter Advertising Campaign28.7.2022 18:00:00 EEST | Press release

The new GUESS Fall-Winter 2022 advertising campaign sees the brand off to explore the history-steeped streets of Granada, Spain. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20220728005098/en/ GUESS Heads to Granada for the 2022 Fall/Winter Advertising Campaign (Photo: Business Wire) The FW22 campaign is immortalized through the lens of fashion photographer Tatiana Gerusova, under the guidance of GUESS?, Inc.’s Chief Creative Officer, Paul Marciano. The new campaign features a sizzling lineup: German-born, Polish fashion model Kim Dammer, Serbian model Nina Kostić, Spanish model Lidia Santos, Italian model Mario Ermito, and French model Xavier Grey. GUESS Women The campaign showcases an enticing array of GUESS pieces, highlighting must-have accessories and elevated animal and botanical prints. The collection brings a fresh and youthful breeze of contemporary color and style to grey winter days. Against the alluring continent

Innovaderm Bolsters European Presence With Two Newly-Established Operations Hubs (Spain & Poland)28.7.2022 17:00:00 EEST | Press release

Innovaderm announced today that its strategic European expansion initiative has reached a major milestone with the launch of two key centres of operations in Poland and Spain. Biotechnology and pharmaceutical companies can officially partner with the CRO’s team of experts in Europe to manage clinical trials in psoriasis, acne, atopic dermatitis and other dermatology indications. This includes adherence to stringent regulatory requirements, patient recruitment, site selection, clinical monitoring and protocol writing. “To date, we have successfully completed more than 500 clinical trials at 2,900 sites,” says Dave Selkirk, Innovaderm’s Chief Operating Officer. “The presence of two operations hubs in Europe will allow us to go one step further and accelerate the development of promising therapies that have the potential to transform lives. As we look to the future, our goal is to continue supporting innovation in research and the increasing number of patients with skin conditions worldwi

Echosens Partners with World Hepatitis Alliance on World Hepatitis Day, July 28, Urges Importance of Testing and Treatment28.7.2022 16:07:00 EEST | Press release

Echosens, a high-technology company offering liver diagnostic solutions, establishes its support of World Hepatitis Day (WHD), July 28 by partnering with the World Hepatitis Alliance as a bronze sponsor. The commemoration calls for greater awareness of the 357 million people who live with viral hepatitis but are unaware of it. The campaign’s theme “I can’t wait” highlights the need to accelerate the fight against viral hepatitis and the importance of testing and treatment for the real people who need it. “Echosens recognizes that every 30 seconds, someone in the world dies from a hepatitis-related illness, and we join hands with organizations throughout the world to advance increased vigilance around liver health,” says Dominque Legros, Echosens Group CEO. “It is gratifying to see that this year's theme for World Hepatitis Day aligns with our mission for early detection that can result in more effective intervention, treatment and better outcomes.” Viral hepatitis is an inflammation of

In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.

Visit our pressroom