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Here's What the US Consumers Have to Say About Push Notifications

It’s high time brands dial back on the number of push notifications they send out on a daily basis. Yes, there’s no denying that push notifications have proven to be an effective means of boosting sales and attention. However, it turns out they can actually rub people the wrong way about your brand if sent out too frequently.

A recent study by YouGov tells how many push notifications US users consider to be too many and how do they proceed when an app keeps bothering them.

1,167 US adults participated in this research and it was found out that nearly one in five (19%) American users are okay with receiving promotional messages a few times per week. 18% revealed that it’s understandable once a week, while 17% claimed that push notifications pertaining to promotions should be sent out less often than once a week. Interestingly, 6% said that they don’t have a problem with receiving multiple messages a day.

Shedding light on notifications that aren’t related to brand promotions, 41% of the respondents said they don’t have a problem with receiving news alerts multiple times a day. Also, 62% stated that they are accustomed to receiving personal messages on a daily basis. Not only that but 40% of the respondents also said that they don’t mind email and social media alerts more than once per day. Similarly, 23% said it’s appropriate to receive frequent reminders (e.g. from workout apps).

While 38% of the users said they get just the right amount of notifications, 47% think they are getting bombarded with them.

So, marketers should tread carefully when it comes to notifications. Over 4 in 10 (42%) US adults will adjust settings if they believe they are getting too many notifications. On the other hand, 39% said they will completely turn off the notifications and 8% went as far as stating they will delete the app entirely. On the bright side, 9% said they won’t do anything if troubled by frequent notifications.

Analytics such as consumer attitudes and behaviors should help brands craft a decent strategy to push stuff out.

Almost one in three (32%) American smartphone users (irrespective of which phone they own) agree that they don’t have considerable control over how frequently and when they get push notifications; Contrary to that, 62% revealed that they do possess this control. It’s worth mentioning that out of the respondents who feel they hold the said power, most are iPhone users.
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