Brands Fail Because of 'Noisy' Apps: Survey

Is your app too “noisy”? According to Leanplum, a San Francisco-based multi-channel engagement platform provider, the primary reason people delete apps is incessant and insignificant notifications from brands.

The Leanplum survey of 1,000 cell phone users in the United States, “Inside the Best Mobile Communications Brands,” found brand apps primarily flop because consumers hear message sounds from them too much, yet brands like Facebook, Wells Fargo and Bank of America are the best at communicating with their users.

From the study: “The #1 reason users delete apps is because they receive too many notifications, especially if these messages are irrelevant. Across all generations, the most common reason to delete an app was because of copious and pointless notifications. Over 75% of millennials are deleting apps that pester them with unnecessary notifications. Brands must consistently navigate the fine line between keeping users informed while being sensitive to over-communication.”