By Ray Schultz, MediaPost
Half of consumers have purchased a product as the result of an email within the last 12 months, according to the 2022 Digital Consumer Trends Index, a study by Cheetah Digital, conducted with Econsultancy.
This represents a 9% hike over the prior year. And there has been a 19% uptick in the number who have made a purchase because of an email they viewed on their mobile phone.
That doesn’t mean these consumers are happy. For one thing, 49% were frustrated by irrelevant content or offers, and 41% by messaging that didn’t reflect their needs.
And 35% were put off by messaging based on information that they hadn’t shared directly with a brand. However, privacy issues far outpace email as causes for worry.
For instance, 62% of consumers are creeped out by cookie-based product recommendations. And 58% do not trust social media platforms with their data.
Moreover, people are concerned about the following practices:
- Ads based on location data—67%
- Retargeting ads derived from cookie tracking—62%
- Ads related to something they talked about near a smart device—61%
There also have been big increases in the use of these mechanisms for protecting privacy:
- Incognito browsing–50%
- A PC cleaner—48%
- Password generator—40%
- Ad blocking tech–37%
- Paid for premium software—31%
- A password manager 31%
Meanwhile, 72% are unaware that cookies will be soon disappearing. (13% will miss them). And only 37% are optimistic that brands will come up with a way of sharing data that is fairer to everyone.
But here’s some more positive news. For starters, 71% of consumers feel they receive the right amount of messaging via email, apps or SMS on loyalty programs—or would even like more. And 68% say the same VIP offers and 65% about messages on brand values.
What’s more, 55% are comfortable sharing data like clothing size, age and family make-up for better service. And an equal percentage will trade personal and preference data to feel a part of a brand’s community.
Want to earn a customer’s loyalty? There have been increases in those who want you to treat them as individuals (110%) reat their data with respect (71%), alien with their personal values (58%) and offer admirable loyalty programs (55%).
The study also shows increases in desire for contests and sweepstakes (73%), exclusive access and content (58%), and personalized product recommendations (56%).
Finally, here’s more good news about email, although we’re not sure how it was determined: It beats banner ads, social media ads, organic posts and SMS by up to 108%.
Cheetah Digital surveyed 5,404 consumers across Australia, France, Japan, Spain, the U.K. and Ireland, and the U.S.
Article originally appeared on MediaPost.
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