A new study released by ExactTarget and CoTweet finds more than 90 percent of consumers have “broken up” with at least one brand on Facebook, email or Twitter because of irrelevant, too frequent or boring marketing messages.
Featured in The Social Break-Up, the study of more than 1,500 consumers identifies how people are changing their online behaviours and details top motivations for unfanning, unfollowing and unsubscribing from marketing campaigns on Facebook, Twitter and email.
“Consumers remain willing to engage with marketers via the inbox, Facebook and Twitter,” said Jeff Rohrs, principal of ExactTarget’s Marketing Research and Education Group. “However, consumers understand now more than ever that they are in control of marketers’ messages and will punish irrelevant, voluminous or boring messages by cutting off marketers means of direct communication.”
Key results of the study include:
• 91 percent of consumers have unsubscribed from permission-based marketing emails.
• 77 percent of consumers report being more cautious about providing their email address to companies versus last year
• 81 percent of consumers have either “unliked” or removed a company’s posts from their Facebook news feed.
• 71 percent of consumers report being more selective about “liking” a company on Facebook versus last year.
• 51 percent of consumers expect that a “like” will result in marketing communications from brands while 40 percent do not believe it should result in marketing communications.
• 41 percent of consumers have “unfollowed” a company on Twitter. “Email, Facebook and Twitter each offer a unique way to develop relationships with consumers,” said Tim Kopp, ExactTarget’s chief marketing officer.
“The Social Break-Up offers new research into the specific actions that drive subscribers, fans and followers away and provides new insights to help marketers strike the right balance and build sustainable, long-term relationships with customers online.”
The Social Break-Up is the eighth research brief in ExactTarget’s and CoTweet’s Subscribers, Fans and Followers research series. The series provides exclusive insight into how consumers interact with brands online based on a series of primary focus groups, interviews and surveys.
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