A new study from multi-channel engagement platform Leanplum has found that “irrelevant and frequent” notifications are the number one reason users delete mobile apps.
The company surveyed 1,000 mobile users in the US, and investigated a range of engagement preferences.
It found that across all generations, unnecessary notifications were the top reason for deletion. Among millenials, 75% will delete apps if they find the notifications to be annoying.
46% ranked email as their preferred form of communication, while just 15% selected push notifications.
“Through our research, we are finding more and more that email is stronger than ever before,” said Momchil Kyurkchiev, CEO and founder of Leanplum.
“Because email is so accessible on our phone, it is being used in combination with push notifications, allowing for brands to craft communications with their users that are thoughtful, personalized and based on the unique characteristics of each customer.”
Leanplum says brands should be careful to tread the “fine line” between keeping consumers informed and bombarding them with overcommunication.
Among the apps that do this best, as picked by users, were Facebook, Wells Fargo and Bank of America.
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