1、Airship Group,Inc.2023.All rights reserved.The Mobile Consumer2023Give and Get Come Into FocusA Global Consumer Survey ReportAirship22023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.Introduction 3 Consumers Turn to Apps to Simplify Their Lives 4 Apps Span Digital to Physical Exp

2、eriences 6 App Opt-Ins Are Driven by Value 9 Most People Find Apps In App Stores 11 Delight Immediately or Face Deletion 13 First and Second Impressions Are Everything 15 People Want Personalization Thats Useful,Not Creepy 18 Information Sharing Is a Delicate Dance 21 Emails Increasingly Left Unread

3、 28 App-Based Messaging Now,Not Later 32 Life Gets Better,Literally,With Apps 35 New Experiences Put Customers in Control 37 Methodology 41 About Airship 42Table of Contents Airship32023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.Introduction Those are the key findings in Airsh

4、ips 2023 mobile consumer survey.Airship has been tracking global trends in mobile apps and sharing what we learned since we powered the first push notifications 14 years ago.This years survey,fielded with Sapio Research,tracks consumer sentiment,behaviors and expectations.We reached out to 11,000 co

5、nsumers 18 and older across the U.S.,Canada,the U.K.,France,Germany,South Africa,Singapore,Thailand,Indonesia and Brazil.In this report,youll find further insights on:Why consumers continue to turn to apps How consumers discover apps What leads consumers to delete apps What personal information cons

6、umers are willing to share with brands How consumers use smartphones while shopping in-store What drives people to opt in to mobile app push notifications and how often they want to receive them How consumers use apps to improve their lives Who adopts new mobile app experiences,such as Apples Focus

7、and Live Activities,and whyConsumers gravitate toward apps that are easy to use,simplify life and save time and,conversely,they decide whether to keep an app after only a couple of uses.Airship42023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.Consumers Turn to Apps to Simplify T

8、heir LivesConsumers are downloading more apps than ever,but the leading reasons for ongoing use might surprise brands given the current global economic landscape.While brands may expect that consumers are most likely turning to apps for deals or loyalty rewards,higher-level benefits are what keep cu

9、stomers coming back.What are those benefits?Ease and convenience.Consumers continue to use apps most for“ease of use”(35%)and“simplifies my life”(31%).This preference for convenience and efficiency far outpaces other reasons for ongoing app use.Unsurprisingly,“saves me time”(27%)rounds out the top t

10、hree reasons across 11,000 global respondents.It really is(almost)all about convenience.But we are in a shaky economy after all,so while convenience and simplicity reign supreme,“saves me money with the best deals”landed as the fourth largest reason for using apps(23%).Deals,rewards and targeted off

11、ers also saw the biggest growth year-over-year as reasons to opt in to notifications from mobile apps,as well explore later.36%35%42%32%23%29%34%35%47%34%35%27%29%29%30%29%36%30%37%37%32%31%29%28%30%31%28%29%27%27%17%22%27%23%24%23%23%26%28%28%19%15%26%23%15%13%13%11%18%20%18%19%33%23%18%17%23%19%20

12、%13%16%19%12%9%16%16%11%9%8%6%8%11%12%8%5%5%8%8%6%6%5%7%7%9%16%8%8%8%7%6%6%6%9%10%10%7%10%6%8%Why Consumers Continue to Use Apps from Their Favorite BrandsOverallUSCanadaFranceGermanySingaporeThailandIndonesiaBrazilSouth AfricaUKEase of useSimplifies my lifeSaves me timeSaves me money with thebest i

13、deasFresh,entertaining info/contentValuable loyalty rewardsPersonalized content&remindersCommunity,connections or gamification Exclusive access(events,products,servicesAirship52023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.It doesnt matter where household income falls convenie

14、nce is king.Its important to point out,however,that“simplifies my life”overtook“ease of use”for high-income households.Convenience and efficiency were consistent across generations as well.“Ease of use”ranked as the top factor across all age groups,with a notably high percentage of boomers(43%)citin

15、g it as the top factor.The second highest factor for boomers was“saves me time;”for other generations it was“simplifies my life.”However,the point remains the same.That doesnt mean there wasnt any variance between age groups.Gen Z respondents were particularly interested in apps that captivate and e

16、ncourage connectivity.Adding to that,two to three times as many Gen Z respondents versus boomers cited“fresh,entertaining information and content”;“exclusive access(events,products,services)”;and“community,connections or gamification”as their reasons for continuing app use.Recommendation:Convenience

17、 is indeed king.Consumers across all age groups agree that the main reason they continue using an app is that its easy to use.From onboarding customers to getting them to come back for more,its crucial to build an app experience thats intuitive and easy to navigate,while delivering value.The app exp

18、erience should make an otherwise time-consuming and laborious task be as simple as clicking a button and feel intuitive and effortless too.33%36%43%29%9%7%5%11%9%7%7%10%9%6%4%12%16%19%17%12%20%16%12%25%23%26%22%20%31%32%33%27%26%28%34%22%For Boomers,Ease of Use Motivates Ongoing App Use MostEase of

19、useSimplifies my lifeSaves me timeSaves me money with thebest ideasFresh,entertaining info/contentValuable loyalty rewardsPersonalized content&remindersCommunity,connections or gamification Exclusive access(events,products,servicesGen ZMillennialsGen XBoomersAirship62023 Mobile Consumer SurveyAirshi

20、p Group,Inc.2023.All rights reserved.Apps Span Digital to Physical ExperiencesThe retail industry isnt just a hot-spot for app innovation:its also a proving ground for streamlining digital and physical customer experiences.People are always somewhere at home,nearby or far away.If a brand can reach a

21、nd guide customers wherever they are,it can do anything.Retail is often the go-to example of“phygital”experience,but every industry in our survey has the potential to meld digital and physical experiences and be rewarded for doing so.For retail,the challenge of the phygital experience is not the sto

22、re,but the app.When asked about 10 different in-store smartphone activities,“use the retailers app”grew the most year-over-year.A staggering number of global respondents 74%said they are likely to“use the retailers app”when shopping at its physical storefronts today.Across 10 In-Store Smartphone Act

23、ivities,Using Retailers Apps Saw the Most Growth20232022NAVisit retailers websiteUse the retailers appUse loyalty cards or coupons stored on your phoneScan QR codes or tap NFC tags for info or incentivesText/SMS to join a brands loyalty programCompare prices(google,Amazon)Read user reviewsClick&coll

24、ect,or curbside pickupPay contact-lessly(Apple Pay,Google Wallet)Mobile self-checkout,scan-and-go76%68%74%65%81%73%64%57%62%NA78%71%73%65%68%63%69%29%67%NAA staggering number of global respondents 74%said they are likely to“use the retailers app”when shopping at its physical storefronts today.Airshi

25、p72023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.For most countries and generations,the likelihood of“using a retailers app”while shopping in-store is only a few percentage points behind“visiting the retailers website,”despite first having to download apps from the App Store o

26、r Google Play.This only goes to show the increasing importance of mobile app experiences in bridging digital and physical experiences.Data also shows that large numbers of global consumers are using their smartphones to do things like“use loyalty cards,”“compare prices”and“read user reviews.”In fact

27、,high-income households lead in use of all smartphone activities while shopping in-store.Brands should seek to incorporate new features into their apps(or streamline existing ones)that enable consumers to perform these activities.77%73%75%63%60%84%82%82%85%78%75%70%72%63%65%81%80%78%83%75%79%78%80%7

28、3%72%87%86%86%86%80%58%53%51%52%52%63%77%79%82%74%67%58%57%49%47%70%68%68%62%65%76%76%77%66%71%83%83%83%88%83%69%68%67%59%59%80%82%85%89%77%64%60%63%60%52%75%75%75%81%80%62%52%64%50%58%75%85%87%89%73%64%57%61%54%52%71%84%86%88%64%Most Consumers Will Use Retailers Apps to Meld Digital and Physical Sh

29、opping ExperiencesUSCanadaFranceGermanySingaporeThailandIndonesiaBrazilSouth AfricaUKVisit the retailers websiteUse the retailers appUse loyalty cards or coupons stored in your phoneScan QR codes or tap NFC tags for info or incentivesText/SMS to join a brands loyalty programCompare prices(Google,Ama

30、zon)Read user reviewsPay contactlessly(Apple Pay,Google Wallet)Mobile self-checkout,scan-and-goClick&collect,or curbside pickupAirship82023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.Like last year,millennials led generations in the likelihood of carrying out all in-store smart

31、phone activities,while(perhaps without surprise)boomers are the least likely.Gen X are nearly as likely as millennials to“use the retailers app”while shopping in-store(76%compared to 78%),while 71%of Gen Z and 66%of boomers are also likely to do so.Retailers have a significant opportunity to streaml

32、ine CX,increase order value and grow loyalty membership if they can get more of their oldest and youngest consumers to use their apps.Recommendation:Mobile apps are blurring the lines between physical and digital spaces especially in retail,with more than three-quarters of millennials and Gen X cust

33、omers engaging with the brands app during an in-store visit.The app presents an opportunity to identify in-store customers and seamlessly deliver wayfinding for shopping lists,coupons,loyalty point rewards,user reviews and deep product information.Easy-to-use app features offer an experience that en

34、courages positive buying behavior and influences purchase decisions,streamlining the entire process,from pur-chase to pick up and even returns.Across Generations,Millennials Lead in Performing All In-Store Smartphone ActivitiesGen ZMillennialsGen XBoomersVisit the retailers websiteUse the retailers

35、appSaves me timeUse loyalty cards or coupons stored on your phoneScan QR codes or tap NFC tags for info or incentivesText/SMS to join a brands loyalty programCompare prices(Google,Amazon)Click&Collect,curbside pickupPay contactlessly(Apple Pay,Google WalletRead users reviews79%77%69%76%77%66%46%74%7

36、8%73%61%74%78%67%46%75%77%67%43%73%81%79%70%78%67%62%51%60%71%63%45%68%78%76%66%71%83%83%75%77%Airship92023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.App Opt-Ins Are Driven By ValueGiven that consumers are using apps to simplify their lives and augment physical retail experien

37、ces,how can apps position themselves as providers on these two fronts in the most prominent way possible?On smartphone lockscreens.Landing those lockscreen notifications gives apps an inherent advantage reaching people wherever they are,at the exact moment(and location)it matters most,and on the mos

38、t visible real estate on the planet.Getting consumers to consent to receive push notifications,then,is a top priority.Our survey found that consumers opt in to notifications when they know theyll get discounts and personalized offers in return.“Discounts and loyalty rewards”(42%),“offers personalize

39、d to browsing behaviors or past purchases”(21%)and“special offers triggered by current location”(20%)saw the largest gains as reasons to opt in,each gaining 7%between 2022 and 2023.These gains in deal-motivated behaviors arent surprising,given recent inflation.What does this mean for retailers?With

40、consumers eager for deals and willing to give up more data and personal information to get them,retailers have more opportunities than ever to better understand customers and reach them when it matters most.Those who deliver more value,more deals and more convenience are best poised for success.Disc

41、ounts,Loyalty Rewards and Trigered Offers Gain as Top Reasons Consumers Opt Into Brand Communications on Smartphones20232022Earn immediate discounts or loyalty reward pointsBroad sales alerts&discountsOrder confirmation/receiptsEarly access to big sales events,or exclusive product dropsShipping/deli

42、very or curbside pickup alertsPersonalized offers based on browsing behavior or past purchasesSpecial offers trigered by your locationProduct warranties42%35%25%20%25%25%24%21%24%25%21%14%20%13%19%13%Airship102023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.“Earning immediate di

43、scounts or loyalty points”was far and away the dominant reason for opting in to notifications across household income levels,generations and countries.The one exception was Germany,where“broad sales alerts&discounts”edged out“earn immediate discounts or loyalty reward points”for the top spot.Tied in

44、 second place globally as top incentives to opt in were“broad sales alerts&discounts”and“order confirmations or receipts”at 25%each.The third most popular reason for opting in was also a tie 24%of respondents cited“early access to big sales events,or exclusive product drops”and“shipping/deliv-ery or

45、 curbside pickup alerts.”The writing is on the wall:app customers willing to give brands lockscreen access expect special treat-ment,white-glove services and especially discounts and rewards.Recommendation:Providing the right type of value to customers is critical to getting their opt in to push not

46、ifications.When a brand provides immediate discounts and reward points in exchange for an opportunity to send communications to cus-tomers mobile devices,opt-in rates improve significantly.Customer data should be leveraged to ensure the highest level of personalization,while communicating offers,dis

47、counts and rewards.41%45%47%47%33%50%43%34%44%40%42%24%25%23%23%35%22%26%30%22%24%25%25%30%28%32%27%18%24%20%20%26%25%27%26%26%18%18%32%27%27%18%16%24%27%24%19%26%30%19%22%25%22%18%24%23%18%23%18%18%22%20%20%24%26%21%19%17%20%15%23%22%21%17%21%23%20%13%14%13%22%17%16%17%26%29%26%19%Top Reasons for O

48、pting In to Brand Communications on Smartphones GloballyOverallUSCanadaFranceGermanySingaporeThailandIndonesiaBrazilSouth AfricaUKEarn immediate discounts or loyalty reward pointsBroad sales alerts&discountsOrder confirmation/receiptsEarly access to big sales events,or exclusive product dropsShippin

49、g/delivery or curbside pickup alertsPersonalized offers based on browsing behavior or past purchasesSpecial offers trigered byyour locationProduct warrantiesAirship112023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.Most People Find Apps in App Stores“Searching and browsing the a

50、pp stores”continues to be the top way people discover new apps to download,our survey found.This holds true across household income levels,generations and the majority of countries.“Search engines”are the second most common app discovery method.This makes sense,considering how many of us are scrolli

51、ng and searching across our phones when we have moments to spare.Its the perfect time to find new apps and try them out.However,traditional ways of finding new products and services extend to apps as well.As important as digital levers are,we found that the third most important driver for app downlo

52、ads was“word of mouth”(WOM).WOM is especially powerful when it comes to app downloads in the U.K.,France and Canada,where consumers turn to WOM as much as or more so than the app stores.In the U.S.,Germany and Singapore,WOM is the second most common method of finding apps.What does this mean for bra

53、nds and developers?Prioritize brand building.Optimize experiences.Generate excitement around your brand and your app.Gamify referrals.These are critical to ensuring WOM drives global app downloads for your brand.44%40%41%39%53%56%50%41%43%53%46%35%32%35%36%27%45%38%60%57%39%40%36%42%41%44%27%35%25%4

54、1%25%34%35%23%22%21%20%17%27%26%28%36%27%25%22%22%19%17%19%25%28%20%29%24%22%16%16%15%15%24%23%22%21%32%19%20%18%18%22%14%21%15%20%16%16%11%17%10%8%6%7%3%7%16%7%3%8%8%In the Majority of Countries,Searching&Browsing the App Storesis the#1 Way People Find Apps to DownloadOverallUSCanadaFranceUKGermany

55、SingaporeThailandIndonesiaBrazilSouth AfricaSearching/browsing the app storeSearch engines(Google,Bing,etc.)Word of mouth(friends,family,colleagues)Brand advertising(online,in-app,social,TV)Media(articles,videos,podcast,news)Social/user generated content(sponsored or not)Brands website,emails,SMS,or

56、 direct mailIn-store or in-venue signageAirship122023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.While theres no set formula for success here,there are some best practices that can and should set your app apart:optimize your app store listing to improve both visibility and conv

57、ersion rates;encourage positive reviews and respond to and address negative ones;leverage search strategies for Google and other popular search engines and social platforms;and craft brand experiences that generate buzz around your app and your brand to drive consumer awareness and referrals/recomme

58、ndations.When devising strategies to generate WOM and increase the likelihood your app is found in app store searches and through traditional search,you may want to narrow them down further to address the needs of different age groups.Perhaps without surprise,older generations(particularly boomers)w

59、ere much less likely to find apps through“brand advertising,”“media”and“social/user generated content.”However,boomers do find apps through“brands websites,emails,SMS or direct email”more often than their younger counterparts.Brands need to find ways to make pitches for their apps on channels most c

60、ompelling to older consumers.Recommendation:App stores are still the most popular destinations for customers across all age groups to find and download apps.Naturally,app store search plays a huge role,and its different from SEO.App Store Optimization(ASO)will help you with discoverability,so more c

61、ustomers find and download your app.A few tactics that will help you achieve a high-er app store ranking are testing compelling names,images and descriptions;experimenting with keywords and rich media for visibility and conversion;and gaining positive reviews.Leverage app store analytics regularly t

62、o optimize your ASO strategy and maintain a high ranking.45%49%47%40%10%7%6%8%17%17%22%14%24%18%9%26%25%19%15%28%28%23%17%28%40%43%40%33%33%37%41%31%Across Generations,Most Consumers Use App Stores to Find Apps to DownloadGen ZMillennialsGen XBoomersSearching/browsing the app storeSearch engines(Goo

63、gle,Bing,etc.)Word of mouth(friends,family,colleagues)Brand advertising(online,in-app,social,TV)Media(articles,videos,podcast,news)Social/user generated content(sponsored or not)Brands website,emails,SMS,or direct mailIn-store or in-venue signageAirship132023 Mobile Consumer SurveyAirship Group,Inc.

64、2023.All rights reserved.Delight Immediately or Face DeletionWhile the themes of value and convenience have dominated consumer app downloads,the top reasons for deleting apps may come as a surprise.Theyre much more mundane than the previous data would suggest.When consumers were asked why they delet

65、e apps,practical responses rose to the top,such as“freeing up phone storage”(32%)and“too many in-app ads”(30%).Interestingly,“too many in-app ads”and“too many notifications or in-app messages”were cited nearly twice as much or more as reasons for deleting apps than“in-app ads not relevant to me”and“

66、notifications/in-app messages not relevant to me.”Thats where the theme of value comes back into play.Notifications and in-app messages must add value to customers to be appreciated.Targeting,personalization and automation improve relevancy and click throughs,but overzealous sending turns value into

67、 annoyance.Alarmingly,“never used”(26%)was the third most common reason for deleting apps globally.In Canada,France and Germany,“never used”was the most common reason for app removal,and in the U.S.,U.K.and Singapore,it ranked second.What Most Often Causes Consumers to Delete an App?To free up phone

68、 storageToo many in-app adsNever usedExpectations of app not metConfusing,broken or slow experiencesToo many notifications or in-app messagesReplaced with better appIn-app ads not relevant to meForgot I even had itOverly agressive pay wallsNotifications/in-app messages not relevant to meLack of new

69、features/contentLacked sustained value,convenience or entertainment32%16%18%14%12%11%10%9%18%19%25%30%26%Airship142023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.This data suggests that brands must quickly and clearly convey the value of the app to customers.Improving mobile ap

70、p onboarding experiences is crucial to fostering app usage and optimizing retention,as well as driving referrals/recommendations and general word of mouth.But brand experiences outside of the app also prove critical for app use and keeping the app on consumers phones.When it comes to preventing dele

71、tion,brands face the steepest challenges with older consumers.“Free up phone storage,”“too many in-app ads”and“never used”held as the top three reasons consumers deleted apps across all age groups.However,older generations were much more likely to delete apps because they were“never used”and“expecta

72、tions of app not met,”with a whopping 39%of boomers citing the former reason.Recommendation:With just moments to captivate your customers after they download your app,its essential to onboard your custom-ers effectively,identify preferences and drive opt-ins to help improve their experience without

73、overwhelming at first click.Leverage testing and experimentation to achieve an optimal onboarding flow and tailor experiences for every individual across the app lifecycle.Find out how frequently customers want to hear from you and for what reasons(promotion,education,rewards,inspiration,etc.).Progr

74、essively grow customer understanding over time with first-and zero-party data from surveys and observed behaviors.Then focus on delivering maximum value inside and outside the appTM.30%34%35%29%19%19%19%15%18%18%18%16%15%16%16%16%15%12%13%15%12%10%14%13%12%10%8%12%10%10%10%11%11%8%5%11%21%19%15%19%2

75、2%29%28%20%32%31%26%31%22%27%39%19%Older Generations Are More Likely to Cite Never Using an App or Expectations Not BeingMet as Reasons for Deletion Than Younger GenerationsGen ZMillennialsGen XBoomersTo free up phone storageToo many in-app adsNever usedExpectations of app not metConfusing,broken or

76、 slow experiencesToo many notifications or in-app messagesReplaced with better appIn-app ads not relevant to meForgot I even had itOverly agressive pay wallsNotifications/in-app messages not relevant to meLack of new features/contentLacked sustained value,convenience or entertainmentAirship152023 Mo

77、bile Consumer SurveyAirship Group,Inc.2023.All rights reserved.First and Second Impressions Are EverythingMost consumers(57%)use an app once or twice before deciding whether to delete it.Nearly three-quarters of consumers(73%)decide if theyll delete an app“within a week or two after first use.”Impor

78、tantly,brands need to recognize the limited window they have to make a compelling case for their apps value proposition.With only a limited number of opportunities to make a lasting impression and an even narrower timeframe for those opportunities to convert brands need to act quickly to persuade po

79、tential consumers.Even before the download,via app descriptions on app stores and messaging promoting app downloads,brands need to clearly and quickly communicate how theyll improve a customers life.Then they need to deliver on the promise just as quickly.Otherwise,consumers will swiftly move on.Mos

80、t consumers(57%)use an app once or twice before deciding whether to delete it.Nearly three-quarters of consumers(73%)decide if theyll delete an app“within a week or two after first use.”Most Consumers Use Apps a Couple of Times Before Deciding Whether to Delete ThemAfter first useAfter a couple of u

81、sesWithin a week or two afterfirst useWithin a month of first useWithin a few months offirst useWithin a year of first useRather that delete apps,I just dont use them17%4%3%9%11%40%16%Airship162023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.This pattern of deciding whether to d

82、elete an app after one or two uses was the most pronounced among consumers in Brazil(72%),South Africa(65%)and Indonesia(63%).For the rest of the countries we surveyed,over half of consumers give apps just one or two chances before considering deletion.The only two exceptions are the U.K.and Singapo

83、re,where only 49%of consumers act as swiftly.While consumer behavior in each country we surveyed generally matched the larger trend,there are some key differences in the generational picture.Younger consumers are more likely to delete an app after first use than their older counterparts(19%of Gen Z

84、and 20%of millennials versus 16%of Gen X and 12%of boomers).The majority of consumers from each age group reported deciding whether to delete“after a couple of uses”or less,with millennials being the generation most likely to do so(60%),followed closely by Gen X(59%).Interestingly,more boomers than

85、other generations were likely to decide to delete an app“within a month of first use”(13%),“within a few months of first use”(12%),“within a year of first use”(5%)or“rather than delete apps,I just dont use them”(6%).What can you do with this information?Depending on your target consumer,it may mean

86、you should assume youve got one or maybe two chances to not only avoid a negative impression and wasted acquisition spend,but to truly wow and delight customers.17%17%13%18%18%20%12%20%15%24%36%38%36%39%38%45%37%39%48%48%18%18%21%12%15%13%17%20%13%10%12%11%13%11%12%9%13%11%9%8%9%9%9%13%8%8%12%5%10%6

87、%4%5%4%4%4%3%5%2%3%2%5%4%4%4%5%2%4%4%3%2%Across Countries,the Pattern Holds:Most Consumers Give Apps a Couple Uses BeforeDeciding Whether to Delete ThemUSCanadaFranceGermanySingaporeThailandIndonesiaBrazilSouth AfricaUKAfter first useAfter a couple of usesWithin a week or two afterfirst useWithin a

88、month of first useWithin a few months offirst useWithin a year of first useRather that delete apps,I just dont use themAirship172023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.Recommendation:Leverage insights from other channels and points of interaction to tailor experiences w

89、hen you welcome new,identified app customers.Optimize their onboarding experience leveraging Scenes,Surveys and Stories that you can continuously refine to quickly and effectively convey the apps value proposition and get them hooked.Deliver in-app value through personalized messaging and app experi

90、ences and ensure you leverage customer data to tailor communication to their preferred channels.Overall,focus on creating memorable and engaging experiences that customers would love to return to again and again.While consumer behavior in each country we surveyed generally matched the larger trend,t

91、here are some key differences in the generational picture.Younger consumers are more likely to delete an app after first use than their older counterparts(19%of Gen Z and 20%of millennials versus 16%of Gen X and 12%of boomers).20%16%12%19%3%3%6%4%3%3%5%3%8%8%12%7%10%10%13%12%40%43%38%37%16%16%14%17%

92、Millennials and Gen Z Are More Likely to Delete an App After First Use Than BoomersGen ZMillennialsGen XBoomersAfter first useAfter a couple of usesWithin a week or two afterfirst useWithin a month of first useWithin a few months offirst useWithin a year of first useRather that delete apps,I just do

93、nt use themAirship182023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.People Want Personalization Thats Useful,Not CreepyThe app experiences that consumers are most satisfied with are the ones that make their lives easier and are tailored to their interests and preferences.Global

94、 consumers are looking for personalized app experiences but personalized with an asterisk.Theres a fine line for consumers between personal-ized experiences and invasive ones.The consumers we surveyed find the most useful types of personalization from brands to be“recom-mendations and offers based o

95、n past behavior or purchases”(41%),“interests and preferences supplied to the brand”(40%)and“content and offers targeted to your current location”(34%).With very few exceptions,“predictive suggestions based on everything the brand knows about you”was ranked the least useful personalization method ac

96、ross all countries,age groups and income levels.The outliers?Gen Z,consumers in Singapore and high-income households,who find“predictive sug-gestions based on everything the brand knows about you”to be slightly more useful than another low performer “basic information(name,city,state/country).”In fa

97、ct,new aggregate analysis of Airship platform data has found that personalization based on first name only has an equal chance of increas-ing or decreasing push notification direct open rates with a potential decrease of up to 7x.All these findings suggest what marketers have always suspected:custom

98、ers want relevant personal-ization from brands they choose to engage with,but there are limits on whats welcome and comfort-able.Basic information doesnt go far enough,and predictive suggestions go too far.Recommendations and offers based on past behavior or purchasesInterests and preferences you su

99、pply to the brandContent and offers targeted to your current locationIndividualized interactions tailored to your current behaviorsYour basic information(name,city,state/country)Predictive sugestions based on everything the brand knows about you42%42%40%38%29%25%19%27%29%28%27%25%30%29%26%29%40%40%4

100、0%40%35%34%31%33%Type of Personalization You Typically Find Most Useful from Brands by GenerationGen ZMillennialsGen XBoomersAirship192023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.To drive the highest value for their customers and avoid the appearance of using more data than

101、nec-essary,brands should keep their personalization strategies focused,transparent and above all,helpful.As with many of the insights derived from this study,ranking on types of personalization deemed most useful held fairly steady across age groups.Gen Z offered some variation,with most preferring

102、person-alization based on“interests and preferences supplied to the brand.”Ranking of personalization preferences in most countries surveyed fell along similar lines,though con-sumers in France,Germany and Thailand preferred“interests and preferences they supply to the brand”the most.With heightened

103、 privacy regulations in the EU,slight variation among European countries isnt terribly surprising.Importantly,consumers in nearly every country we surveyed were the least enthusiastic about brands using all they might know about them for personalization.New data privacy laws in the U.S.and EU,for in

104、stance,are clear indicators of consumer hesitancy around data usage.Respondents across each country ranked“predictive suggestions based on everything the brand knows about you”the lowest,with the exception of Singapore,where“basic information”was the lowest.40%42%40%33%33%49%46%34%46%44%41%39%37%34%

105、39%35%45%44%45%46%35%40%31%28%28%30%25%43%38%36%41%39%34%28%25%25%22%22%34%35%36%31%32%29%30%27%21%27%20%33%26%30%30%27%27%26%23%21%22%16%31%34%28%30%24%26%Types of Personalization Customers Find Most Useful From BrandsOverallUSCanadaFranceUKGermanySingaporeThailandIndonesiaBrazilSouth AfricaRecomme

106、ndations and offers based on past behavior or purchasesInterests and preferences you supply to the brandContent and offers targeted to your current locationIndividualized interactions tailored to your current behaviorsYour basic information(name,city,state/country)Predictive sugestions based on ever

107、ything the brand knows about youAirship202023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.Weve all texted a friend or family member a screenshot of an ad we received that seemed to read our minds(or our conversations).That uneasy feeling is not something brands should aspire to

108、provoke in their customers.Our data shows that consumers want personalized experiences,but on their own terms.High-income households seemed to somewhat defy the data privacy concern trend.For most per-sonalization types,high-income households were only a few points ahead at most,but they were notice

109、ably more eager for“individualized interactions tailored to your current behaviors”and“predic-tive suggestions based on everything the brand knows about you”compared to other income levels.Recommendation:Your customers crave thoughtfully personalized experiences and are willing to share their data i

110、f its used to deliver value tailored to them.Your app should deliver experiences unique to each customer based on their interactions with your brand and zero-party data they have explicitly chosen to share.Ensure transparency in your personalization strategies and avoid provoking feelings of instrus

111、ion by limiting personalization to areas directly relevant to the customers interaction with your brand.Give them controls wherever you can,and adjust your personaliza-tion approach to various demographics and regions.Pay special attention to high-income households openness towards individualized in

112、teractions and predictive suggestions.Higher Household Incomes Find Most Types of Personalization More UsefulThan Other Income LevelsLowMediumHighRecommendations and offers based on past behavior or purchasesInterests and preferences you supply to the brandContent and offers targeted to your current

113、 locationIndividualized interactions tailored to your current behaviorsYour basic information(name,city,state/country)Predictive sugestions based on everything the brand knows about you42%42%40%25%30%25%27%29%28%29%34%28%40%43%39%34%36%33%Airship212023 Mobile Consumer SurveyAirship Group,Inc.2023.Al

114、l rights reserved.Information Sharing Is a Delicate DanceNow that weve identified the willingness of consumers to share with limitations,its time to examine exactly what those limitations are.We asked what information consumers would be willing to share with brands in exchange for personal-ized inte

115、ractions and special incentives.The answer:quite a lot.And weve touched on this when analyzing data from previous questions.Based on respondents from across the globe,consumers had a healthy willingness to share all 15 types of information we asked about in fact,willingness grew for all types year-o

116、ver-year.Generally,consumers understand that in order to receive the convenience,value and ease they hope for in an app,they have to give you a way to reach them.“Email address”took top honors again this year,with 86%of consumers responding that they are likely to provide it.That said,the reason con

117、sumers give their email addresses so freely suggests a complex situation,which well describe in more detail in the next section.Further illuminating consumers desire for relevant brand experiences,the second most shared type of personal information is“interests relevant to a brand”(ahead of even“nam

118、e”).Last year,these two tied for second,so theres a bit of a shift here.Rounding out the top five types of information,two-thirds or more of global consumers are willing to share“their communication preferences(channel,topic,frequency)”and“what theyve browsed on a brands app or website.”Across all 1

119、5 types of information we asked about,“What you value socially(environmental,moral,political or religious)”grew the most year-over-year,gaining 12 points.This year,58%of respondents said they are likely to share their social values with brands.Besides their email address and name,the top 5 typesof i

120、nformation two-thirds or more of consumers will sharewith brands are“interests relevant to a brand,”“their communication preferences(channel,topic,frequency),”and“what theyvebrowsed on a brands app or website.”Airship222023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.This is all

121、 excellent news for brands with apps.Consumers want brands to take a much more custom-er-centric approach,and they are willing to share valuable information in return for mobile-enabled conveniences and personalized services.Besides helping to decrease opt-outs,this makes it easier for brands to del

122、iver those personalized experiences that keep customers coming back for more.But,its not all sunshine and roses.The types of information consumers are least willing to share are generally the ones that already underpin most digital advertising approaches today.This should make brands shudder.Only 46

123、%of global respondents will share“what theyve browsed across unrelated websites and apps.”Even fewer(44%)will share“information from their social profiles.”Sharing“real-world location throughout their day”was dead last(43%).Although this is the information consumers are least likely to share,the per

124、centage of consumers affirming their likelihood to provide it to brands for the right value exchange is remarkable and greatly encouraging.It may indicate both an understanding of advertisings essential role and an appreciation for a mutual value exchange with brands they care about.Its a delicate d

125、ance today between brands on one hand,and on the other,consumers armed with a better understanding than ever of how their data is being used(and whether they want to share it).They are protective,but they also expect brands to up their game and deliver.When brands deliver,they get rewarded with more

126、 data.And the cycle repeats.Its not just a delicate balance.Its also a power shift,and one that brands ignore at their peril.Basically,were seeing the clock run out on mining consumer information versus minding customer needs.The types of information consumers are least willing to share are generall

127、y the ones that already underpin most digital advertising approaches today.This should make brands shudder.Airship232023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.Consumers Are More Willing to Share All Types of Information With Brands They Lovefor Personalized Interactions an

128、d Special IncentivesEmail addressYour interest relevant to the brandNameYour communication preferences(channel,topic,frequency)What youve browsed on the brands website or appDemographic information(gender,household income,etc.)Mobile number for text messagesPostal addressYour in-store location(e.g.,

129、wayfinding for shopping lists)What you value socially(environmentally moral,political)Securely stored payment informationMobile number for phone callsWhat youve browsed across unrelated websites and appsInformation from your social profileYour real-world location(e.g.,location throughout your day)86

130、%77%78%67%77%67%70%59%66%56%62%53%60%53%59%55%59%49%58%46%49%43%46%41%46%36%44%35%43%37%20232022Airship242023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.Its important to note that cultural differences can and do have a significant impact on consumer willingness to share certain

131、 types of information,with notable differences by country.Although this years survey included 10 countries three more than last year five overlapped for year-over-year analysis,shedding further insights on the findings in the chart above.Most of the noteworthy year-over-year insights we gathered cam

132、e from trends we saw in the European countries we surveyed.Heres what we found:The U.S.and Singapore saw increases in likelihood to share all 15 types of information year-over-year.More Germans than last year will share each type of information with two exceptions:“postal address”and“securely stored

133、 payment information,”which are shared at the same rate as last year.French consumers willingness to share information with brands declined across four types of information:“postal address,”“mobile number for texts,”“mobile number for phone calls”and“information from your social profiles.”British co

134、nsumers share most types of information with brands at a greater rate than French consumers.However,the proportion of British consumers likely to share specific types of information declined year-over-year across six categories vs.four for France.Consumers in Germany and France are the most reluctan

135、t to share information with brands among all the 10 countries we surveyed.Both countries had the lowest share of consumers who were likely to share seven out of 15 types of information.Respondents from the U.K.,though,had the lowest share of consumers who were willing to share“information from your

136、social profiles”(30%).Airship252023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.85%87%87%75%81%92%85%86%91%89%75%76%77%68%65%89%82%86%85%84%77%74%80%59%70%88%73%79%89%84%68%67%72%51%51%81%75%76%74%75%64%64%66%59%38%77%71%79%67%80%64%61%59%49%53%71%63%66%72%60%63%51%51%51%38%64%5

137、4%72%74%65%61%60%52%44%48%61%53%70%74%66%57%55%51%46%41%70%63%75%73%65%54%50%54%40%43%72%65%70%68%66%46%37%40%36%45%48%46%67%68%57%47%34%33%33%32%52%45%68%63%46%41%37%39%45%33%47%47%65%54%57%38%32%30%33%38%50%47%65%64%52%42%35%36%33%35%45%42%61%55%47%Consumers Willingness to Share Different Types of

138、 Information with BrandsVaries by CountryUSCanadaFranceGermanySingaporeThailandIndonesiaBrazilSouth AfricaUKEmail addressYour interest relevant to the brandNameYour communication preferences(channel,topic,frequency)What youve browsed on the brands website or appDemographic information(gender,househo

139、ld income,etc.)Mobile number for text messagesYour in-store location(e.g.,wayfinding for shopping lists)What you value socially(environmental,moral,political)Postal addressSecurely stored payment informationMobile number for phone callsInformation from your social profileYour real-world location(e.g

140、.,location throughout your day)What youve browsed across unrelated websites and appsAirship262023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.Across age groups,boomers are the least likely to share all the types of information we asked about compared to other generations other t

141、han“email address,”where Gen Z is most reluctant.This shouldnt be too surprising given how wary boomers are about data and data privacy,according to Statista.Millennials were the most likely to share all types of information with the exception of“email address,”where Gen X edged out millennials by a

142、 single point at 88%.87%88%85%82%64%62%56%62%62%59%54%63%62%59%54%58%64%60%47%61%64%55%43%63%54%45%36%55%51%43%34%53%53%44%31%49%53%40%23%54%49%41%31%46%70%67%58%67%74%70%62%70%82%79%70%77%79%76%71%79%Boomers Are Least Likely to Share All Types of Information Other Than Email Address,Where Gen Z is

143、Least LikelyGen ZMillennialsGen XBoomersEmail addressYour interest relevant to the brandNameYour communication preferences(channel,topic,frequency)What youve browsed on the brands website or appDemographic information (gender,household,income,age)Mobile number for text messagesPostal address)Your in

144、-store location(e.g.,wayfinding for shopping list)What you value socially(environmental,moral,political or religious)Securely stored payment informationMobile number for phone callsWhat youve browsed across unrelated websites and appsInformation from social profilesYour real-world location(e.g.,loca

145、tion throughout your day)Airship272023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.For income levels,the broader global story also largely ran true:across all household incomes,consumers were the most likely to share“email addresses,”followed either by“interests relevant to a br

146、and”or“name.”With the exception of“mobile number for text messages,”“mobile number for phone calls”and“name,”high-income households are more likely to share other types of information with brands.While the relationship between household income level and concerns about data privacy is not entirely cl

147、ear,Pew recently offered some insight.Researchers found that 68%of adults in households with low incomes said they read privacy policies,compared to 52%of those in higher income households.Recommendation:As consumers demonstrate a willingness to share certain types of information for personalized ex

148、periences and incentives,ensure your app focuses on gathering data that your customers are most willing to share,such as email addresses and interests relevant to your app and brand.Willingness varies by location,age and income,so cater your data collection,segmentation and personalization strategie

149、s to these factors.If consumers opt out of some level of data sharing,consider it an opportunity to build trust and affinity for your brand over time,leveraging strat-egies that engage these individuals where theyre comfortable,and encourage them to share more as you build trust.Other Than Mobile Nu

150、mber and Name,High-Income Households Are More Likely to ShareMost Types of Information with BrandsLowMediumHighEmail addressYour interest relevant to the brandNameYour communication preferences(channel,topic,frequency)What youve browsed on the brands website or appDemographic information (gender,hou

151、sehold,income,age)Mobile number for text messagesPostal address)Your in-store location(e.g.,wayfinding for shopping list)What you value socially(environmental,moral,political or religious)Securely stored payment informationMobile number for phone callsWhat youve browsed across unrelated websites and

152、 appsInformation from social profilesYour real-world location(e.g.,location throughout your day)85%88%86%63%65%63%58%61%62%58%62%61%61%61%61%57%61%59%48%50%50%45%46%48%46%50%46%43%47%45%43%44%44%67%68%67%71%76%68%77%77%79%78%82%78%Airship282023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights

153、 reserved.Emails Increasingly Left UnreadMore than 306 billion emails are sent and received every day.Marketers still rely on email to reach and engage consumers.Its often the first point of identification and conversion a brand has.Just as with opting in to app notifications,many consumers are will

154、ing to share their email addresses to receive value in return.With varying interpretations of the word“value,”it may not come as a surprise to hear that many marketing emails are ignored.Average email open rates have been dropping precipitously over the past three years,with the open rate falling fr

155、om around 22%at the start of 2020 to just above 12%in October of 2022,as shared at Gartners Marketing Symposium 2023.Across the globe,an overwhelming 79%of the consumers surveyed reported ignoring or deleting market-ing emails from brands theyve subscribed to half the time or more.Consumers in Franc

156、e(88%)and Germany(87%)had the highest rates of ignoring or deleting emails half the time or more.Consumers in Thailand and South Africa reported doing so the least but the“least”here is still well over half of consumers in those countries(67%and 70%,respectively).Across the globe,an overwhelming 79%

157、of the consumers surveyed reported ignoring or deleting marketing emails from brands theyve subscribed to half the time or more.15%12%12%18%15%11%17%13%7%14%13%33%39%41%46%47%29%36%30%25%32%35%34%34%32%24%25%30%24%33%48%27%31%14%12%12%10%11%20%12%27%17%22%15%5%3%3%2%2%10%2%6%5%5%4%Globally,79%of Con

158、sumers Ignore or Delete Emails from Brands Without Reading Themat Least Half the Time or MoreOverallUSCanadaFranceUKGermanySingaporeThailandIndonesiaBrazilSouth AfricaAlwaysOftenAbout half the timeSeldom NeverAirship292023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.Between igno

159、ring,unsubscribing,or even creating new email addresses just to avoid brand marketing messages,consumers are sending a strong message to brands about their communication preferences:43%of global consumers“often unsubscribe from brand emails,”33%“mark emails for deletion by scanning who it is from,”3

160、1%“mark emails for deletion by scanning subject lines”and 20%“use a secondary email account that I rarely check.”We didnt find significant differences across income levels and generations when it came to the frequency of ignoring or deleting emails,but we did find key points of variation in terms of

161、 how consumers avoid email.Younger generations,led by Gen Z,are less likely than Gen X and boomers to pursue traditional methods of avoiding commercial email unsubscribing or deleting emails by scanning sender or subject lines.Instead,they are much more likely to say they dont often check their emai

162、l,use a secondary email account they rarely check,and use anonymous email addresses(e.g.,via Sign In with Apple)or fake ones.40%46%55%35%9%6%4%9%14%8%3%15%19%16%9%25%22%19%11%24%31%34%41%26%31%32%40%23%Younger Generations Are More Proactive in Email Avoidance,and Are Less Likely toUse Traditional Me

163、thods of Managing ItGen ZMillennialsGen XBoomersI often unsubscribe frombrand emailsI mark emails for deletion by scanning who it is fromI mark emails for deletion by scanning subject linesI use a secondary email account that I rarely checkI dont often check my emailI provide anonymous email address

164、es(e.g.,via Sign in with Apple)I provide fake email addresses46%55%51%37%31%59%45%33%37%35%43%37%31%26%40%27%33%28%26%35%40%33%35%27%25%39%30%29%29%24%28%41%31%21%16%17%15%20%19%23%24%22%16%20%16%13%15%11%15%18%19%37%29%10%18%13%9%8%8%9%7%16%18%10%7%11%10%6%6%5%5%7%13%7%5%5%7%How Consumers Ignore an

165、d Avoid Commercial Email MarketingOverallUSCanadaFranceUKGermanySingaporeThailandIndonesiaBrazilSouth AfricaI often unsubscribe frombrand emailsI mark emails for deletion by scanning who it is fromI mark emails for deletion by scanning subject linesI use a secondary email account that I rarely check

166、I dont often check my emailI provide anonymous email addresses(e.g.,via Sign in with Apple)I provide fake email addressesAirship302023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.Not only are brands youngest consumers becoming harder to reach,consumers from high-income household

167、s are too.While there isnt much variation in how often household income levels ignore marketing emails,its worth taking a look at the methods high-income households use to avoid emails.High-income consumers lead in five of seven methods of avoidance,spanning both traditional and newer methods,includ

168、ing“I often unsubscribe from brand emails,”“I mark emails for deletion by scanning subject lines,”“I provide a secondary email account that I rarely check,”“I provide anonymous email addresses”and“I provide fake email addresses.”However,its worth pointing out that as you go up the household income l

169、adder,the rate of not checking email decreased,with low-income households reporting“I dont often check my email”the most(20%),compared to high-income households(14%).43%46%42%7%10%6%11%15%9%16%14%20%20%22%18%34%34%32%32%34%30%High-Income Households Lead In Many Methods of Avoiding Commercial EmailLo

170、wMediumHighI often unsubscribe frombrand emailsI mark emails for deletion by scanning who it is fromI mark emails for deletion by scanning subject linesI use a secondary email account that I rarely checkI dont often check my emailI provide anonymous email addresses(e.g.,via Sign in with Apple)I prov

171、ide fake email addressesAirship312023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.Adding value is as likely a driver for email as it is for app notifications.Consumers today want and expect brands to deliver value at every touch point.But especially with younger consumers,techni

172、cal advances have made it easier than ever for individuals to avoid handing out their email addresses or receiving“unwanted”emails from brands.For instance,Apple introduced features within its Mail app,Safari and iCloud+,that hide IP addresses so a users digital activity cant be assembled into a use

173、r profile.Mail Privacy Protection in its Mail app prevents senders from using pixel trackers in email to collect information,such as whether the email was opened or not in fact,now all emails will appear to have been opened.Providers like Proton,Hey and Zoho block trackers and allow users to simply

174、remove senders from their inboxes without needing to unsubscribe.These advances seriously impact data quality and stymie email hygiene efforts,putting sender reputation at risk and creating deliverability problems.Recommendation:Add value to every communication by moving away from mass mailing and t

175、owards personalization based on the recipients preferences,past interactions and current behaviors.Take advantage of the email address as the most common identifier customers are willing to share,and use email to promote your app strategically with customers who have yet to discover it.With recent a

176、dvances in email privacy,strive to use these challenges as an opportunity to refine your strategy,respect user privacy and establish additional channels of communication,enabling you to build trust and create stronger bonds with customers over time.Airship322023 Mobile Consumer SurveyAirship Group,I

177、nc.2023.All rights reserved.App-Based Messaging Now,Not LaterHow frequently do consumers want their app-based messaging?For the most part,“immediately,as often as it happens”led as the preferred frequency for five of eight types of messages.The kind of immediacy that consumers want,though,is more nu

178、anced than it may seem on its face.The only frequency option gaining preference across seven message types tracked year-over-year was“only as Im using the specific app.”That makes a lot of sense from the customers perspective considering everything everywhere tries to give them another inbox.A growi

179、ng percentage are most receptive to messaging when theyre already focused on your brand and in your app so messages are welcome,or at least in-line with their current focus,rather than being distracting or intrusive.The three outlier message-types,where“immediately”wasnt the top frequency choice,wer

180、e”discounts for items browsed or left in a shopping cart,”“new content available in paid subscription”and“match updates from favorite teams/sports.”The largest number of respondents wanted to receive each of these“1-2 times per week.”These last two message types had the greatest percentage of respon

181、dents saying they didnt want them,at 20%for“new content available in paid subscription”and 29%for“match updates from favorite teams/sports.”10%16%17%8%18%31%12%21%18%10%19%20%9%12%18%16%11%34%10%14%15%10%15%36%9%15%14%14%24%25%13%19%18%20%18%13%12%15%15%13%17%29%10%17%16%29%16%13%More Consumers Want

182、 to Receive Most Types of App-Based MessagingImmediately,and as Often as It HappensImmediately,as often as it happensOnly as Im using the specific appI dont want these types of messagesOnce per day12 Times per week12 Times per monthShipping,delivery,curbside pickup updatesDiscounts for items browsed

183、or left in a cartChanges in flight or travel plansFinancial withdraws,charges or paymentsBreaking new alertsNew content available in paid subscriptionMobile data plan overage warningsMatch updates from favorite teams/sportsAirship332023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserve

184、d.Consumers are relying on brands to keep them in the know as much as possible.We found that across the seven types of messages we asked consumers about year-over-year,fewer respondents said they“dont want these types of messages.”In any case,its imperative for brands to listen to how often and wher

185、e consumers want to receive different types of messages.All Types of App-Based Messaging Saw Increases in Consumers SayingThey Only Want to Receive Them While Using the Specific AppShipping,delivery,curbside pickup updatesDiscounts for items browsedor left in a cartChanges in flight or travel plansF

186、inancial withdraws,charges or paymentsBreaking new alertsNew content available in paid subscriptionMobile data plan overage warnings17%13%18%15%18%13%15%12%14%12%18%15%15%13%20232022All Types of App-Based Messaging Saw Reductions in Consumers SayingThey Dont Want ThemShipping,delivery,curbside picku

187、p updatesDiscounts for items browsedor left in a cartChanges in flight or travel plansFinancial withdraws,charges or paymentsBreaking new alertsNew content available in paid subscriptionMobile data plan overage warnings8%11%10%15%16%18%10%14%14%18%20%22%13%16%20232022Airship342023 Mobile Consumer Su

188、rveyAirship Group,Inc.2023.All rights reserved.There are,obviously,many different preferences for frequencies of app-based messaging.This only further highlights why its crucial for brands to give customers control over the types of messages they receive,and where and how often they get them.Brands

189、who havent already added in-app messaging should swiftly do so to reach the growing segment of customers who want engagement only when theyre focused on your brand.Its an important addition to push notifications,which reach the nearly 2X more customers who prefer messaging“immediately,as often as it

190、 happens.”Recommendation:To create better customer experience,focus on delivering app-based messaging with instant updates and value-driven content.Timing is key from real-time notifications triggered by events occurring anywhere,to in-app messages displayed in-session,in-context and even on specifi

191、c screens.Experiment with varied messaging types transactional,promotional,triggered or lifecycle and adjust frequency based on customer interactions and goal-based outcomes.Airship352023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.Life Gets Better,Literally,with AppsBesides loo

192、king to apps to simplify their lives,consumers want to use apps that will literally improve their lives that is,their health and well-being.While this might not seem all that surprising(and you perhaps use apps this way or know people who do),the sheer percentage of global consumers who leverage app

193、s to better their lives this way is remarkable.A full 86%of the 11,000 global consumers we surveyed said they plan to use apps to improve their health and well-being.The top four ways theyll use apps this way are for“workout/fitness”(29%),“con-necting with friends and family more(28%),“nutrition/die

194、t”(17%)and“improving sleep”(17%).We found some variation in uptake between the countries we surveyed.Consumers from South Africa,Singapore,Thailand,Indonesia and Brazil had significantly higher adop-tion of apps for health and wellness than consumers from the other countries we surveyed.The U.K.led

195、in the percentage of consumers that“dont plan to use apps to improve their health and well-being”at 22%,followed by Germany at 19%and the U.S.at 18%.25%29%25%29%22%39%32%33%35%26%29%27%30%26%27%26%31%26%20%34%31%28%17%18%15%15%17%22%24%15%13%20%17%15%16%19%16%17%15%24%14%23%15%17%11%14%14%14%11%14%1

196、4%12%18%11%13%13%11%11%9%9%18%12%15%16%13%13%15%12%7%9%10%6%10%14%11%19%12%13%9%9%10%12%12%12%11%12%7%11%10%9%9%10%10%12%17%12%5%10%10%6%5%6%7%7%6%9%9%7%7%7%18%17%22%19%17%8%10%11%7%9%14%How People Will Use Apps to Improve Their Health and Well-Being in 2023OverallUSCanadaFranceUKGermanySingaporeTha

197、ilandIndonesiaBrazilSouth AfricaWorkout/fitnessConnecting with friends and family membersNutrition/dietImproving sleepLimiting screen timeMeditation/wellnessVirtual doctor visits(health,therapy,counselingAvoid distracting interruptionsBiometrics/heart monitoringFertility/period trackingI dont plan t

198、o use apps to improve my health/well-beingAirship362023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.Across household income levels,adoption rates for the 10 health/wellness app-enabled activities are remarkably similar.This suggests apps have democratized access to a broad range

199、 of beneficial health/well-being services.The generational picture,however,does offer key variations.Younger generations are significantly more inclined to use apps to improve their health and well-being:Gen Z expressed the greatest intent at an astonishing 94%,followed by millennials at 92%and Gen

200、X at 84%.Boomers trailed at 67%,but thats still two-thirds of the oldest consumers.The clear takeaway here is that brands cannot ignore the popularity and potential of helping customers improve their well-being with apps.Recommendation:If your target demographic consists largely of younger generatio

201、ns like Gen Z and millennials,consider incorpo-rating health and wellness features into your app,as these groups show a significant interest in improving their well-being through digital solutions.Onboarding experiences focusing on wellness benefits,along with incentives,community features and gamif

202、ication to drive habitual use,can go a long way in making everyones lives better.Airship372023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.New Experiences Put Customers in Control Given that both Google and Apple first focused on digital well-being in a major way at their 2018 d

203、evel-oper conferences,we wanted to investigate adoption and satisfaction with some of the latest enhance-ments namely,Apples Focus and Live Activities introduced with iOS 15 and iOS 16,respectively.Both are meant to limit distractions and interruptions,while keeping people tuned in to the informatio

204、n and apps that matter in different moments of their day.If you combine the percentages of consumers who said they want to“limit their screen time”and“avoid distracting interruptions”in response to our question about specific health and well-being activities(from the section above),youd end up with

205、digital well-being as the third most popular app-enabled health and wellness activity globally.Apple introduced Focus in September 2021 and has seen significant adoption from its users:56%of the iPhone users we surveyed said they have used Focus to limit distractions throughout their day.Thailand an

206、d Indonesia were the countries where the largest percentages of consumers reported using Focus(both were at 81%),while the U.K.had the lowest percentage.Most Consumers Use iOS Focus to Limit Distractions in One or More Parts of Their DayOverallUSCanadaUKFranceGermanySingaporeIndonesiaBrazilThailandS

207、outh Africa56%62%63%62%81%62%81%53%47%53%50%Airship382023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.The most digitally-native generations particularly prize managing their digital wellness.More than three-quarters(77%)of Gen Z have used Focus,followed by 69%of millennials,42%o

208、f Gen X and 22%of boomers.More than 70%of consumers who reported not having used Focus either feel they“dont experience enough interruptions”(29%)or they“dont know about this feature”(42%).27%34%23%30%48%20%22%24%44%23%29%9%13%12%13%8%24%17%21%28%13%12%9%10%12%8%10%10%15%18%8%10%10%12%5%6%9%10%17%12

209、%17%13%10%7%5%7%11%7%14%5%3%6%5%7%45%37%49%39%26%35%42%41%39%47%42%The Reasons Consumers Havent Used iOS Focus Are Mainly Due to Not Being Awareof the Feature or Not Experiencing Enough InterruptionsOverallUSCanadaFranceUKGermanySingaporeThailandIndonesiaBrazilSouth AfricaI dont experience enough in

210、terruptions to use FocusI worry about missing important updatesSeems complicated to set up and manageI already limit interruptions(e.g.,Do Not Disturb,opt-in permissions,status settings in messaging and social apps)I plan to,but havent yet set it upI dont know about this feature0%Airship392023 Mobil

211、e Consumer SurveyAirship Group,Inc.2023.All rights reserved.Apple launched Live Activities about a year after Focus in October of 2022.Our survey found that 41%of iPhone respondents have“used Live Activities”with their apps,while 35%havent and 24%dont know about Live Activities.Considering its recen

212、cy,Live Activities is seeing rapid uptake.In addition,global consumers are largely satisfied with Live Activities:62%of consumers who have used Live Activities rated their experience as“Good”or“Exceptional,”while only 6%rated their experience as“Poor”or“Bad.”Our survey found noteworthy points of var

213、iation between countries when it came to adoption of Live Activities.Thailand(58%)and Indonesia(61%)were the countries that saw the highest percentages of consumers saying they used Live Activities,while Canada(30%)and Brazil(32%)saw the lowest.Brazil was also the country with the highest percentage

214、 of iPhone users who said they“havent used Live Activities”(44%).The U.K.(31%)and Canada(30%)were the countries with the highest percentages of consumers who“dont know what Live Activities are.”Many People Are Using Live Activities with Apps,but Many Remain Unawareof the FeatureUsed Live ActivitiesH

215、avent Used Live ActivitiesI Dont Know What Live Activities areOverallUSCanadaUKFranceGermanySingaporeIndonesiaBrazilThailandSouth Africa41%35%24%40%37%23%30%40%30%33%36%31%43%37%20%40%39%21%55%25%20%51%27%22%58%20%22%61%17%22%32%44%25%Airship402023 Mobile Consumer SurveyAirship Group,Inc.2023.All ri

216、ghts reserved.The generational picture for Live Activities is similar to the generational picture for Focus.Younger consumers again were the leaders in adopting Live Activities,with 52%of Gen Z and 50%of millennials saying they“used Live Activities”with their apps,compared to the only 32%of Gen X an

217、d 19%of boomers.While Focus has been on the market longer than Live Activities and more iPhone users are leveraging Focus(56%)than Live Activities(41%)more users are unaware of Focus(42%)than are unaware of Live Activities(24%).Live Activities likely gained greater visibility from high-profile activ

218、ations,like that of the World Cup,in addition to brands increasingly offering Live Activities to app users.This contrasts to the implementation of Focus,which relies on users to set up the capability on their own.This is not to say that Focus has been on the sidelines.Apple placed Focus settings und

219、er the spotlight at WWDC 2022,where they introduced the ability to have multiple customizable Lock Screens that can be tied to different Focus settings.In line with themes throughout this survey,the more rapid adoption of Live Activities,(which doesnt require much,if any,“work”on the part of consume

220、rs)and the slower,yet still significant,adoption of Focus(which requires more hands-on effort on the part of consumers),together demonstrate the willingness of consumers to adopt new apps and features as long as the value outweighs the effort.Recommendation:We live in the attention economy and custo

221、mers are painfully aware that their time is scarce.Your app should deliv-er convenience and value to your customers at every point of interaction,respecting and rewarding their attention.Adopting new features like Apples Live Activities,that engage customers with real-time,always-on updates at a gla

222、nce on the lockscreen can reduce interruptions,while keeping them up to date.Educate your customers when you augment your app to increase awareness and guide users in leveraging these features.Gen Z and Millennials Lead in Using Live Activities50%32%19%52%31%41%46%27%19%27%36%21%Gen ZMillennialsGen

223、XBoomersUsed Live ActivitiesHavent used Live ActivitiesDont know what Live Activities areAirship412023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.Methodology This survey was completed in partnership with Sapio Research among more than 11,000 global consum-ers 18 and older in th

224、e U.S.,Canada,U.K.,France,Germany,South Africa,Singapore,Thailand,Indonesia and Brazil.Overall results are accurate to 0.9%at a 95%confidence level.Respondents included consumers who own a smartphone where apps can be installed.Across operat-ing systems,they broke out as follows:Across 10 Countries,

225、Androids Market Share Lead is Only Surpassed by iOS in the U.S.and Tied in the U.K.Google Android/SamsungiPhone/Apple iOSHuaweis Harmony OSOtherOverallUSCanadaUKFranceGermanySingaporeIndonesiaBrazilThailandSouth Africa62%33%47%3%2%51%1%1%51%47%1%1%49%49%1%1%60%36%3%2%58%38%2%2%73%13%11%4%50%40%10%1%

226、78%18%2%2%87%9%1%3%77%16%1%6%Airship422023 Mobile Consumer SurveyAirship Group,Inc.2023.All rights reserved.About Airship At the dawn of apps,Airship delivered the first push notifications and first in-app messages.Then we powered the first mobile wallet boarding passes,now the digital norm for trav

227、elers.In 2022,we en-abled the first commercial use of Live Activities on the day it was launched by Apple.In 2023,Airship launched the worlds first no-code native app experience editor,enabling marketers and product man-agers to get work done in minutes instead of months,without ongoing developer su

228、pport.With these innovations,the Airship platform provides an end-to-end solution for capturing value across the entire customer app lifecycle from acquisition and activation to engagement and loyalty.It starts with Airships market-leading app store optimization(ASO)solutions promoting app discovery

229、 and down-loads.Then our unified journey orchestration,content creation and experimentation solutions kick in.App teams can quickly design,deploy and iterate no-code native app experiences and cross-channel campaigns bridging inside-the-app experiences with outside-the-app messaging.When it comes to

230、 helping leading brands create and capture customer value inside and outside the appTM no one knows more,does more or cares more than Airship.Airship and the Airship logo are registered trademarks of Airship Group,Inc.All other trademarks used herein are the property of their respective owners.Airship-2023 Mobile Consumer Survey-EN_v8 072023 Mobile app customers are 3x more valuable than non-app customers.Airship enables brands to capture that value.Read About Our Platform