5 stats to help improve your Mobile Customer Experience
A recent Airship survey of over 9000 global respondents across the U.S., U.K., France, Germany, Australia, Singapore and India, revealed a variety of illuminating insights that brands can use to improve their mobile marketing.
Airship’s report, The Mobile Customer Imperative, highlights key shifts in consumer behaviors and expectations around mobile experiences, and looks at how these preferences both differ and cut across demographics and countries. The report also describes some of the ways in which brands can leverage these insights to deliver the app experiences your customers demand.
Immediate value is the #1 reason people opt in to app notifications
Getting the opt-in remains a top priority for mobile marketers, especially as the demise of third-party cookies ramps up pressure for brands to build direct relationships with consumers and collect more first- and zero-party data. Data from the survey shows that the best way to do that is to deliver valuable rewards, deals and discounts that matter to your customers. Also, while “personalized offers based on behavior/past purchases” is among the factors least likely to motivate the initial opt in, it’s one of the most common reasons for opting out.
Ultimately, value-laden experiences and loyalty are key to driving growth, retention and customer value.
60%+ of baby boomers have used most types of apps more or about the same since the beginning of the pandemic
Airship’s data indicates that over 60% of boomers are using apps more or about the same across nearly every app category. In fact, considering the economic impact of the pandemic, it’s notable that only 8% of boomers use retail apps less than before the pandemic started, compared to 14% of Gen Z, 12% of millennials and 10% of Gen X. This translates to an imperative for brands to educate older generations about the benefits of their apps and show them how they can enhance their in-store shopping experiences.
Nearly half (46%) of global respondents are willing to share their “social values” with brands
When asked about the information consumers are willing to share with brands for personalized interactions and special incentives, respondents said they are least likely to share “information from their social profiles” (35%). However 46% will share their social values (environmental, moral, political, religious). This data reflects consumers’ growing focus on ethics, corporate social responsibility and ESG (environmental, social and governance) factors, which increasingly impact their purchasing decisions.
Consumers are more likely to stay opted in to brand communications if they have control over the reason (43%), frequency (41%) and channels (40%) with which brands engage them
As new privacy regulations, the demise of 3rd-party cookies and consumer concerns about how their data is used continue to reshape digital experiences, it’s more important than ever to empower customers to tailor their communication preferences. Survey respondents in the U.S. and India have a particularly strong preference for controls over the messages they receive. To address this challenge, brands must redouble their efforts to collect user preferences during onboarding, as well as throughout the customer lifecycle. Getting to know your customers is truly a win-win, giving customers the experiences they want and driving the reciprocal value exchanges that keep them engaged.
Nearly two-thirds of consumers will use retailers’ apps to meld digital and physical experiences
More than half of respondents in every country surveyed said they are likely to use their smartphone in store to accomplish eight different activities. Examples include opening a retailer’s app, using loyalty cards or coupons, or scanning a QR code. In fact, for most countries and generations, the likelihood of using an app while shopping in-store is only a few percentage points behind visiting the retailer’s website, despite the fact that customers have to first download apps from the App Store or Google Play. Again, millennials are leading in this area, but considerable percentages of boomers are also likely to use their smartphone while shopping in store.
These are just a few of the highlights from the report: The Mobile Customer Imperative. For more actionable insights from Airship, download a complimentary version of the full report.
