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Consumers demand personalization – and over 40% say they’ll share more data to get it, says new survey from Vibes

New Consumer Trends survey also finds younger consumers prefer SMS from brands over email, and show significant enthusiasm for using Mobile Wallet on their smartphones

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Vibes, the most trusted mobile engagement platform, has announced the final results of its comprehensive 2023 Consumer Trends survey. Vibes surveyed a broad range of over 1,000 mobile-centric consumers with the intention of understanding what the relationship with their smartphones looks like today, how they interact with brands on their phones, and how often.

Among the core findings were that younger consumers say they now prefer SMS (32%) over email (26%) as their primary channel of communication from brands, and that 28% of consumers under age 40 actually cited a frequency of too few messages as a reason to stop receiving communication from a brand. More than 40% of smartphone users say the information they’re willing to give a brand in exchange for better personalization includes their zip code, their name, their mobile phone number and zero-party survey data.

The survey also found that Mobile Wallet, i.e. a wallet on the smartphone that allows consumers to pay for items online or at the register, is taking off in popularity, particularly among younger consumers aged 25-54. 54% of this group say they’re either already using or are interested in using Mobile Wallet to store items such as digital offers and loyalty cards – a terrific opportunity for brands looking to bridge the engagement gap between high-reach, low-engagement channels like email and low-reach, high-engagement channels like a brand’s own mobile app.

More than 70% of smartphone users even said they are likely to save and redeem personalized mobile wallet offers or coupons that are enhanced with their name, and that are tailored to their personal shopping preferences.“Consumers are telling us that they’ll gladly interact with brands on their smartphones, as long as offers are personal, timely and relevant, and if they allow them to take the next step to using a mobile wallet,” said Jay Hinman, Vibes’ VP of Marketing. “Nearly 70% of consumers already receive text messages and push notifications from brands on their phones, and younger consumers in particular are saying that they love it, with many saying they want even more.”

Vibes has made the full report available for download here.

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