Business Wire

Consumers Want Brand Relationships With Benefits

Share

Mobile app experience company Airship has released data from its latest annual global survey showing that consumers want to be wooed and are willing to share their personal details with their favourite brands: 77% of UK consumers said they would share their interests relevant to a brand for personalised interactions and special incentives.

So what are consumers looking for in a prospective brand partner? Flowers and chocolate? Not necessarily. The “Mobile Consumer 2023” survey, commissioned by Airship and conducted in partnership with Sapio Research, among 11,000 consumers globally, found that consumers typically turn to apps to simplify their lives. Rather than deals and loyalty rewards, the top reasons customers keep coming back to apps are “ease of use” (42%) and “simplifies my life” (29%), while “saves me money” (23%) was the fourth main reason. Convenience is everything.

Consent and value are important to every relationship. The survey revealed that consumers are most willing to receive mobile app notifications in exchange for “immediate discounts or loyalty reward points” (47%) or “order confirmation and receipts” (28%). For comparison, “personalised offers based on browsing behaviour or past purchases” and “special offers triggered by location” saw the most growth year-over-year as motivators to opt-in to brand communications on smartphones, followed by “immediate discounts.”

Personal data and notification opt in are incredibly valuable to brands, as it empowers them to personalise offers and app experiences to each individual. But marketers need to tread carefully, or else they may come off as creepy: “predictive suggestions based on everything a brand knows about you” ranked as the least useful form of personalisation, favoured by just 21% of UK consumers.

Also, much like any date, first and second impressions are everything: 49% of UK consumers will decide whether to delete an app after just a couple of uses. And with plenty of fish in the sea, the top reason to delete apps is to free up phone storage (34%).

To avoid deletion, brands need to swiftly establish an exchange of respect and reward with new app customers — qualities that are fundamental to any long-term relationship. They need to clearly communicate how they will improve a customer’s life, demonstrate their value and deliver on their promises. If they fail, they are likely to be dumped and left unfulfilled.

These findings show brands can build valuable, long-term customer relationships if they master great app experiences that respect and reward them,” says Tom Butta, chief strategy and marketing officer at Airship. “Like any successful long-term relationship, this requires understanding their needs and creating mutually beneficial exchanges in their moments of attention.”

To read the full report, including the key findings, recommendations and further data from Airship’s 2023 mobile consumer survey, please click here.

Methodology

The survey was completed in partnership with Sapio Research among more than 11,000 consumers, age 18 and older in the U.S., Canada, UK, France, Germany, South Africa, Singapore, Thailand, Indonesia and Brazil. Overall results are accurate to ±0.9% at a 95% confidence level.

About Airship

No one knows more, does more, or cares more than Airship when it comes to helping brands master mobile app experience (MAX).

From the beginning of apps, Airship powered the first commercial messages and then expanded its data-led approach to all re-engagement channels (mobile wallet, SMS, email), app UX experimentation, no-code native app experience creation and App Store Optimization (ASO).

Having powered trillions of mobile app interactions for thousands of global brands, Airship’s technology and deep industry expertise have enabled apps to become the digital center of customer experience, brand loyalty and monetization.

With the Airship App Experience Platform and Gummicube’s ASO technology and expertise, brands now have a complete set of solutions to optimise the entire mobile app customer journey – from the point of discovery to loyalty – driving greater value for everyone involved.

For more information, visit www.airship.com, read our blog or follow us on Twitter, LinkedIn and Facebook.

To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.

Contact information

Media Contact
EMEA:
Ana Williams
Airship
+44 (0)20 3405 5160
press@airship.com

Pauline Delorme
Tyto PR
+44 (0)20 3934 8882
Airship@tytopr.com

About Business Wire

Business Wire
Business Wire
24 Martin Lane
EC4R 0DR London

+44 20 7626 1982http://www.businesswire.co.uk

(c) 2018 Business Wire, Inc., All rights reserved.

Business Wire, a Berkshire Hathaway company, is the global leader in multiplatform press release distribution.

Subscribe to releases from Business Wire

Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.

Latest releases from Business Wire

Higround and The Pokémon Company International Invite Fans to Explore Fan-Favorite Pokémon in New Collection4.12.2023 22:31:00 CET | Press release

In a new and special collaboration, Higround, a powerhouse within the lifestyle and gaming spheres, is teaming up with The Pokémon Company International to create an exciting collection that seamlessly blends the worlds of competitive gaming, and the beloved Pokémon franchise. This unique partnership introduces a carefully curated collection of gaming peripherals inspired by fan-favorite Pokémon. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20231204512387/en/ Pokémon + Higround Blastoise Summit 65 Keyboard (Photo: Business Wire) Higround introduces its line of Pokémon-themed keyboards and additional accoutrement, offering fans a tactile way to connect with their favorite franchise. In this unique collection, the Base 65 and Summit 65 Keyboards take center stage. The Base 65 models, for the everyday adventurer, feature designs like the iconic Poké Ball and fan-favorite Pokémon, including Venusaur, Charizard, Blastoise, and Me

Gurobi 11.0 Delivers Global Nonlinear Solving, Speed Enhancements, Dynamic Distributed Tuning, and Enterprise Features4.12.2023 19:48:00 CET | Press release

Gurobi Optimization, LLC, the leader in decision intelligence technology, today announced the release of Gurobi Optimizer 11.0. This advancement marks a significant step forward in solving real-world nonlinear problems with Gurobi. With Gurobi 11.0, users can quickly identify precise, globally optimal solutions to complex nonlinear problems—from domains such as chemical engineering, electricity flow, and price optimization. Additionally, this new version delivers a key enhancement to Gurobi’s popular tuning tool, enabling teams to share resources across multiple users and jobs when tuning. As with every major Gurobi release, users will experience a boost to Gurobi’s industry-leading solver speed. Compared to Gurobi 10.0, version 11.0 delivers the following performance improvements: Algorithm Speed-Up: Overall (>1 sec) Speed-Up: On Hard Models (>100sec) MILP 8.6% 12.4% MIQP 12.8% 22.8% Convex MIQCP 9.2% 18.2% Nonconvex MIQCP 133.4% (2.3x) 480.2% (5.8x) “For nonconvex problems, we achiev

Fitch Group Completes Acquisition of Bixby4.12.2023 19:46:00 CET | Press release

Fitch Group, a global leader in financial information services owned by Hearst, today announced that it has completed the acquisition of all the remaining stock it does not own of Bixby Research and Analytics (“Bixby”), a leading provider of credit information on private syndicated loan issuers. Earlier this year Fitch Ventures, the equity investment arm of Fitch Group, led Bixby’s Series A round. Bixby, founded by Brian Conroy, will become a wholly-owned subsidiary of Fitch Solutions and will be managed by CreditSights. Bixby will be incorporated into CreditSights’ leveraged finance product suite, which includes Covenant Review’s legal analysis, LevFin Insights’ news and data, and CreditSights’ fundamental research. Ted Niedermayer, President of Fitch Solutions, said: “The acquisition of Bixby is a natural next step as we continue to prioritize our leveraged finance offerings. Bixby’s data provides complementary insights to CreditSights, which bolsters our loan offering and also allow

SoftServe Named as a Challenger in 2023 Gartner Magic Quadrant for Custom Software Development Services, Worldwide4.12.2023 18:31:00 CET | Press release

SoftServe, a premier IT consulting and digital services provider, today announced it has been named by Gartner® as a Challenger in the 2023 Magic Quadrant™ for Custom Software Development Services, Worldwide. SoftServe was recognized for its ability to execute and completeness of vision. “SoftServe is recognized throughout the market as a preferred partner for some of the world’s leading technology providers and enterprises,” said Alex Chubay, SoftServe’s CTO. “Our approach involves a holistic perspective encompassing business acumen, user experience, cloud and data engineering, along with cutting-edge technologies – such as Generative AI – that enable our clients to build award-winning digital products and transform their businesses.” Magic Quadrant reports are a culmination of rigorous, fact-based research in specific markets, providing a wide-angle view of the relative positions of the providers in markets where growth is high and provider differentiation is distinct. For more than

Limited Libations, Innovative Blending, Escapism Elixirs and More are Shaping the Way That Consumers Drink in 2024, Based on the Bacardi Cocktail Trends Report4.12.2023 16:40:00 CET | Press release

Bacardi Limited, the world’s largest privately held international spirits company, releases its fifth annual Bacardi Cocktail Trends Report, anticipating the key trends that will redefine cocktail culture and the spirits business in 2024. The report, created in collaboration with strategic foresight consultancy, The Future Laboratory (TFL), draws on insights from Bacardi-led and external research, interviews with bartenders and insights from The Future Laboratory to share the themes that are transforming flavor preferences, drink formats, and cocktail experiences in the coming year. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20231202332985/en/ Find out what's in store for 2024 with the Bacardi Cocktail Trends Report. (Graphic: Business Wire) “As 2024 arrives, people are looking to settle into the unsettled – welcoming tastes of optimism into our reality. In this landscape, people are reshaping cocktail culture, infusing it