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Airship調查揭示了消費者行為的重要轉變,人們對手機應用程式可以實現的個人化控制和價值交換抱有更高的期望 奧勒岡州波特蘭–(BUSINESS WIRE)–(美國商業資訊)–越來越多的資料隱私法規以及來自Apple和Android的改變,讓消費者對他們與品牌分享的個人資訊有了更大的透明度和控制權,可以預見,這將導致協力廠商資料的消失。在直接的客戶關係中,第一方資料和零方資料可以改善公司對客戶的理解,並提供更多機會來創造更大的互惠互利。為幫助公司過渡到這種關係,行動應用程式體驗公司Airship今天發表了一份名為《行動端客戶需求》(The Mobile Customer Imperative)的報告。根據對美國、英國、法國、德國、澳洲、新加坡和印度等七個國家的9,000多名消費者進行的調查,該報告重點介紹了新的消費者行為和對數位化傳播的期望,並就企業如何在提升客戶體驗的同時獲得更大價值提供了建議。 一些主要發現包括: 超過四分之三(78%)的消費者會在至少一半的時間裡忽略或刪除所訂閱品牌傳送的電子郵件。年輕消費者更有可能極少查看電子郵件並使用匿名或偽造的郵寄地址 在15類資訊中,消費者最不可能分享其社交檔案中的資訊,但有較多的消費者會分享與環境、道德、政治和宗教觀點有關的社會價值觀 雖然「資訊與我的需求不相關/不相符」是導致消費者退訂品牌傳播資訊的第二大常見原因,但「以行為為基礎的個人化服務」卻是最不可能促使消費者選擇在智慧手機上接收品牌傳播資訊的因素之一 超過一半的美國消費者(52%)願意分享他們的手機號碼來接收簡訊,但會分享手機號碼來接聽電話的美國消費者只占37% 調查結果顯示,消費者對行動應用程式的偏好強烈且日益增強。就大多數應用程式類別而言,75%的受訪者表示,在疫情開始後他們使用應用程式的頻率有所增加或與之前基本相同——這突出了在品牌和客戶之間建立正向回饋環的機會。如今,品牌可以吸引任何地方的消費者,而應用程式的使用者則可以透過分享他們的偏好和興趣來獲得更加個人化的服務,增強對資料的控制,並能夠輕鬆地阻止不能滿足他們需求的品牌。 Read moreSeoul Dragon