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  • NETMEDIA International

[Study] What are consumers' expectations of mobile apps?

Consumers are increasingly choosy about where, when and how they share information with brands, according to a new Airship survey.

The study points to a strong shift in consumer behavior toward greater control and personalization of their experience within mobile apps and a rebalancing of the value exchange. Airship, the mobile experience specialist, publishes a report that reveals the new behavior of consumers on mobile and their expectations from brands. The survey of more than 9,000 consumers across seven countries, including France, the UK, Germany, the US, Australia, Singapore and India, shows a strong and growing consumer preference for mobile apps.

A desire for personalization

On average, 72% of French respondents have a higher or equivalent usage in all categories of applications since the beginning of the pandemic. Brands are now more able to engage their customers wherever they are, while app users can benefit, via sharing their preferences and affiliations, from a more personalized service, with greater control over their data and the ability to easily cut off communications from brands that do not meet their needs.

More than 40% of global respondents are more likely to continue receiving brand communications if they have control over the topic, frequency or channel of communication. The report also reveals the top reasons French consumers choose to receive brand communications on their smartphones: to receive instant discounts or loyalty points (40%), order confirmations (31%), shipping or delivery alerts (29%) and about sales or promotions (17%).

In contrast, personalized offers based on behavior or location are the two least likely reasons for shoppers to initially opt-in to receive brand communications on their smartphone (13% and 10% respectively). However, 'the information is not relevant/personalized to my needs' is the second most common reason for declining smartphone communications (38%). To receive personalized messages or special offers from a brand, French consumers are more likely to share their interests relevant to the brand (61%) than to reveal their names (58%).

Other findings from the study:

- Only 29% of French consumers are willing to share their real-world location throughout their day - the lowest percentage among the 15 types of personal information

-81% of French consumers ignore or delete emails from brands they subscribe to half the time or more. Younger generations check their email less often, and are more likely to use anonymous or intentionally fake email addresses,

-More than half of global consumers (53%) will share their cell phone number to receive text messages, but only 41% to receive phone calls.

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