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The Deletist Consumer

Digital Marketing TrendsApproximately 67% of consumers are becoming “deletist consumers” — meaning they are closing accounts and subscriptions, and otherwise rejecting messages from companies with which they once did business, according to research from Aimia.

Consumers’ attitudes towards marketing are changing. Back in 2012, over 36% of respondents were deleting or reading only the title of marketing texts and emails. Now, 59% are completely rejecting such brand messages.

This behavior appears to be a response to mass untargeted brand messaging. 68% of American polled told Aimia they receive too many emails from brands. 66% “unfollowed” brands in social media; 70% close down accounts and subscriptions because of communications they dislike, and 54% delete apps because of push notifications.

Amia researchers surveyed 10,000 consumers in the U.K., France, Canada, India, and the U.S. on digital marketing trends.