• by Ray Schultz , Columnist, November 15, 2019

Consumers leave more emails unread than they do mobile messages. From this, we apparently can conclude that email is headed to the ash heap, judging by Mobile Consumer Engagement 2020, a study by Sinch, a provider of messaging tools.  

Of the consumers polled, 40% admit they have at least 50 unread emails in their inbox, versus only 4% who have that many unread mobile messages.

What’s more, 62% prefer to confirm service appointments via messaging, although only 41% now do so. And 70% want banks to alert them to suspicious activity, but only 39% now have that.

All that makes sense. Email is a good medium for confirming a medical appointment, but messaging is no doubt better for a message saying, “Re: your test results — please come in immediately.”

But there’s another side to this. Of those polled, 83% are comfortable with sharing their email address with a brand they use, and 33% are very comfortable.

But only 26% are very comfortable sharing their phone number -- even with a brand they patronize -- and 42% are somewhat fine with sharing it.

Of course, the percentages decline when unfamiliar brands are involved.

Meanwhile, only 30% now receive promotional messages via mobile, and 30% say it is useful. In addition, 28% use mobile or abandoned cart notifications, and 30% see this as positive.  

Then there are apps. Here’s how people feel about it: 

• I only download apps from companies I know and trust — 80%
• I’m concerned about apps tracking my movements — 72% 
• I avoid putting apps on my phone because I don’t trust how companies use my data — 60% 
• My phone sends me too many push notifications — 58% 

Well, let’s let mobile advocates have the last word.

“For many, mobile messaging is still a new ecosystem, but the research shows consumers are open and willing to engage with businesses through mobile messaging, so long as businesses provide high-value information that’s personalized,” states Jonathan Bean, CMO at Sinch.

Sinch surveyed over 2,300 consumers worldwide.