Airship – a mobile app experience company – recently polled over 9,000 customers across countries including the UK and US.
If given control over purpose, frequency and channel, 40% of consumers worldwide will more likely continue accepting brand communications. Since the pandemic, UK consumers (70%) on average have used apps across all sectors, demonstrating the opportunity for marketers to develop a positive feedback loop between companies and customers.
The top reasons for UK customers to opt for brand communications include instant discounts or loyalty reward points (38%), order confirmations (23%) and early access to big sales events (22%). The two offers that are least likely to convince buyers to opt for brand communications on their smartphones are location-based offers and behaviour-based customised offers.
38% of Brits will opt out of brand communications on their smartphones if the information is not relevant or personalised. While only 34% of UK consumers are willing to share information from their social profiles with companies, 46% are willing to share information about their social values, such as environmental, moral, political, and religious perspectives.
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[3 minute read]