Survey elicits rationale behind social media “break-ups”
A report by social media and e-mail marketing services company ExactTarget has found that more than 90% of consumers will unsubscribe, “un-like” or stop following brands due to boring and repetitive communications.
Titled “The Social Break-Up” the survey asked more than 1,500 consumers to explain the motivations behind their online behaviour. It found that the most common reason for severing links with a brand was too frequent communications.
Some 44% cited it as their top reason for “unliking” a brand on Facebook, the comparable figure for Twitter was 52%.
But the survey found that it was email users who were particularly prone to throwing away online contacts, with 91% unsubscribing to opt in marketing messages.