Consumers worldwide will share their email address with a brand more than any other personal detail. But most never open emails they subscribed to, according to The Mobile Customer Imperative, a study released Wednesday by Airship.
Of the consumers polled, 77% will provide their email address. Next, they will supply their name (67%), interest relevant to the brand (67%) and communication preferences — i.e., channel, topic, and frequency (59%).
In contrast, 55% will give their postal address, while 53% will provide their mobile number for text messages, 43% will give their securely stored payment information and 41% will give their mobile number for calls.
Email clearly rules in this area. But having subscribed, consumers are likely to delete or ignore brand emails — 14% always, 34% often and 30% about one half of the time.
Consumers in the U.S. exceed these averages — 16% always unsubscribe 35% often, and 29% about one half of the time.
Boomers are most likely to frequently or always unsubscribe — 48% do so, as do 40% of Gen X, 39% of millennials, and 38% of Gen Z.
In general, consumers worldwide say the following:
Of course, the report is tilted toward mobile apps, and it documents robust growth in app usage, with 75% of shoppers using them more or the same than before the pandemic.
Drilling down, 51% are using them more for social media, 47% for media & entertainment and 39% for retail.
Why do people opt out from email and other messaging on smartphones? The reasons are:
In the U.S., only 34% say the messages are too frequent.
As for opting in, consumers cite these motivations:
Globally, German consumers seem to be the most cautious: 36% will give a brand their phone number for text messaging and 29% for phone calls, whereas in India, 72% will do so for texts and 68% for calls.
Airship surveyed 9,143 respondents from the U.S., the U.K., France, Germany, Australia, Singapore and India.