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:
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.