Slightly more (77%) respondents also said that data is now their organization’s most valuable asset.
Most companies are still in “data hoarding” mode, the survey finds, as companies collect massive amounts of data. That’s fine. But they also need the expertise and skills to make sense of that data. Since many companies lack those skills, they can’t get the full value from their data.
Consumers to brands: 'Just email me'
Consumer brands could be wasting their time trying to reach out with social media and mobile apps. Consumers mostly want brands to communicate with them using plain old email and texting.
So finds a new survey of 2,500 consumers in the United States, the UK, Germany and Australia. The survey was conducted by Lawless Research earlier this year, and it was commissioned by communications vendor Twilio.
Key findings from the survey:
> Most consumers (83%) prefer businesses to communicate with them via email.
> But if the communications is urgent, the preferred medium is text, by a 2-to-1 margin over email.
> Only about 1 in 10 consumers want businesses to communicate with them via a mobile app.
> A very large majority (94%) of consumers say the communications they currently receive from businesses leave them annoyed. The messages are irrelevant (cited by 56%), not the result of an opt-in (41%), and in the wrong channel (33%).