For 25% from customers, apps should never send notifications
Personalization is not yet fully effective in delivering assertive digital experiences. This is one of the conclusions of the “Adobe Personalization Survey”. This study also concludes that while consumers are eager to receive brand communications via email, text message, and in-app notification, they consider it excessive. Of those consulted, by the way, 25% believe that applications should never send notifications. This excess of communication ends up affecting the quality of the experience with the brands.
Consumers have also expressed annoyance about certain intrusive experiences, especially pop-up ads, alerts, cookies, spam and slow-to-load pages. While more than half of respondents choose to receive notifications via email or text message, 62% say they use ad blockers on at least one of their internet-connected devices.
Almost half of respondents say that personalized experiences on the sites they visit are important, but less than a third believe they have had a positive effect on brand awareness – for 51%, these experiences made no difference. In addition, consumers do not feel that they see themselves reflected in the brands they visit online, which indicates that companies still do not have a complete view of their customers.
“To ensure they are offering relevant content, companies must have a single, real-time view of their consumers. Personalization helps create better digital experiences, but it doesn't help if messages are insistent and intrusive. It is necessary to cultivate a mentality of quality, rather than quantity”, says Ellen Pilia, Head of Enterprise Marketing at Adobe in Brazil.
The study also reveals that consumers are cautious about sharing personal information – half fill in only the required fields on profile forms. Regarding location services, only 25% of respondents keep them activated for all of their apps. Despite this, 61% would be willing to share where they are to be informed of nearby events or promotions.
Adobe Personalization Survey – Methodology
The survey was conducted by Advanis at the request of Adobe. 1,000 US and UK consumers were interviewed about their perception and awareness of personalization, as well as their relationship with brands across a variety of devices. The interviews took place between the 19th and 21st of February. The full survey can be accessed here through this link.
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