The Rise of the ‘Deletist’ Consumer

17th June 2015
THE RISE OF THE
‘DELETIST CONSUMER’
Why privacy, permissions and
preferences lie at the heart of long-term
consumer relationships.
Vikram Adige – Director Business Development, India

Proprietary and confidential ©2015 Aimia. All rights reserved.
‘INTERCEPTION MARKETING’ TO BECOME NORM
Home
Travelling
High Street
In-store
Aisle
I think I’ll go to the supermarket to buy a new….
2

BUT ‘UNPLUGGING’: SIGNS OF AN UNEASY
RELATIONSHIP WITH TECH
3

THE ROLE OF LOYALTY IN A DIGITAL WORLD
Long Term
Less Noise
Trust
Engagement
DIGITAL LOYALTY
Immediate
Real Time
Anywhere
Deal Based
4

We must ensure that we use technology
to do things for and with our
consumers, not to them…
…building long-term customer
engagement and protecting brand value
5

THE AIMIA DIGITAL 2.0 RESEARCH PROJECT
6
UK
US Canada France India
Online survey
conducted in 5
markets
A minimum of 2000 respondents interviewed in each
market with a nationally representative sample in each
Survey approximately 15-20 minutes in length
Fieldwork took place approximately between 20th and
28th of November 2014

WHEN COMPANIES COMMUNICATE BADLY IT HAS
A STRONG NEGATIVE EFFECT
7
• When done badly, communication from companies elicits a very negative and aggressive emotional
response
• In some cases expletives were used (mostly in the UK, Canada and US)
Q19. One word to describe bad communication
Base: All respondents (2074)

WHEN COMPANIES COMMUNICATE WELL IT IS
ACCEPTABLE
8
• When done well, the opposite is not true. People are not using very positive emotive words, they are
generally satisfied
• Getting communication correct is a hygiene factor of creating a positive relationship with a customer
Q20. One word to describe good communication

39% SAY TOO MUCH PUSH, 19% ARE AVERSE TO IT
9
High levels of
email being
received
On avg. 34
mails a
week
59% believe its too
much
Two thirds
believe it is
increasing
1 in 7 feel they cant
handle the mail
High levels of
SMS being
received
On avg. 25
SMS a week
52% believe its too
much
Nearly half
believe it is
increasing
handle the volume
Medium
levels of push
received
On avg. 19
push a
week
39% believe its
too much
One third
believe it is
increasing
handle the volume
56
%
41
%
Receiving
Push
Aware Received
40%
22%
17%
Push
Frequency
Far too
much
Slightly
too much
About
right
69%
14%
Can Handle Can't Handle
Dealing with Push

THOSE WHO COPE HAVE STRATEGIES, THOSE
WHO DON’T JUST COMPLAIN ABOUT VOLUME
10
Q15c. Why do you say that (in answer to Q15b)
“I think information will be more targeted so it will
be more relevant to me”
“I can manage my subscription and email
preferences and if all else fails just delete any that
I’m not interested in”
“I feel like some companies do not know the
difference between a good amount and excessive,
the more things you sign up to you end up getting
more spam”
“There is far to much from third parties that
shouldn't have your email so a lot of the time you
don't even read the mail you just delete it”
“I do not get many and a small increase will not be
a problem”
“I do not answer and just erase the message, also
use the option to STOP messages”
“I have learned the hard way to never give out my
number. Companies will find other ways to get your
number so they can text you but I particularly hate
texts and calls to my phone”
“Because it's unsolicited and I'm not interested in it”
“I am more aware of not giving permission
when apps ask to allow push notifications”
“If it gets too many i will simply delete the
company”
“It's distracting enough now. And they
misuse push by pinging a notification for
every tiny thing. I would prefer fewer, but
more important push notifications”
“Not always easy to unsubscribe”

Q16. Here are some things people have done in order to manage to the type and or frequency of communications from companies. Which of these statements do you agree with.
52% HAVE CLOSED ACCOUNTS / SUBSCRIPTIONS
TO MANAGE VOLUME, 56% HAVE DELETED APPS
11
66
%
70
%
63
%
57
%
24
%
54
%
56
%
57
%
53
%
69
%
69
%
62
%
59
%
57
%
55
%
52
%
49
%
46
%
71
%
73
%
64
%
57
%
24
%
60
%
55
%
54
%
51
%
64
%
69
%
61
%
55
%
31
%
60
%
42
%
50
%
55
%
61
%
52
%
65
%
56
%
44
%
56
%
64
%
64
%
66
%
Unfollowed/unfriended/unliked
Have closed accounts &
subscriptions because I don't like
the communications I received
Changed settings to reduce or turn off
push notifications
I have blocked numbers
I signed up to a telephone preference
service
I have deleted apps (because of
push notifications)
I have shared personal information so
that companies can send me more
relevant offers and discounts
Have changed my account settings to
manage to #/frequency of contacts
Have multiple emails to keep
personal and other emails separate

I now avoid certain companies
or brands as their messaging
annoyed me so much
I have made up personal details
to avoid giving away personal
information
I am overwhelmed by the volume
of communications I receive
59% NOW AVOID A BRAND OR COMPANY
TOTALLY BECAUSE OF THEIR OVER-MESSAGING
12
-19
-25
-22
59
49
48
-17
-38
-25
57
40
50
-18
-41
-29
56
33
39
-13
-44
-33
64
27
37
-17
-37
-29
57
42
40
Q21 . Please tell us how much you agree or disagree with the statements below
Base: All respondents (2078,2064,2074,2046,2027
% Disagree % Agree

I have changed the preferences
within apps so they don't send
me messages
I like to use Apps to be kept
up to date from companies
while I’m on the go
I don't like to download Apps
because they bother me too
much with messages I don't want
I often see adverts on webpages
that are for things I am
interested in
It's good that companies use
my information to put
relevant adverts on web pages
BUT 71% INDIANS ARE INFO HUNGRY, AND 53%
WILLING FOR BRANDS TO PERSONALISE ADS
13
-20
-10
-27
-10
-27
57
71
52
70
53
-14
-19
-30
-28
-43
71
57
48
47
29
-13
-28
-27
-30
-50
65
44
46
40
21
-24
-27
-23
-34
-55
49
40
49
34
20
-18
-30
-31
-34
-49
59
44
40
38
20
Q17 . Please tell us how much you agree or disagree with the statements below
Base: All respondents ((UK: 625,2078),(US: 596,2064),(CANADA: 440,2074),(FRANCE: 482,2046),(INDIA: 841,2027))
Note: First base size is for top 3 question and next for rest 2 for each countr
% Disagree % Agree

AND 1/4TH OF US OPEN EMAILS FROM
COMPANIES BEFORE ONES FROM FAMILY 
61% 64% 66% 69%
42%
32% 26%
27%
26%
27%
5% 8% 5% 4%
27%
2% 2% 2% 1% 4%
Somewhere/someone
you do not recognise
Companies you have
signed up to
Friends
Family
14
Q18. If you had a number of emails in your personal inbox that were unread, which of the following emails would you read first?
Base: All respondents all markets

Access to your contacts
Location
Access to your calendar
Access to your network
Access to browser history
Ability to post to social media
Access to camera
Access to microphone
Other apps
AND FOR SHOPPING, 1/3RD ARE OPEN TO
SHARING LOCATION & EVEN NETWORK TO APPS
15
44%
35%
34%
31%
31%
29%
29%
28%
23%
22%
36%
36%
31%
24%
30%
27%
24%
18%
27%
30%
23%
24%
20%
21%
19%
21%
15%
Q23. Which of the following features of your phone/tablet would you feel comfortable allowing
Base: All who own a Smartphone or tablet (1804)

Q24. Why would you not let an app have access to your phones or tablets features?
Base: All who won't let an app have access to phone (1466)
67% CITE DATA PRIVACY AS #1 REASON FOR NOT
ALLOWING ACCESS TO PHONE FEATURES
64%
49%
47%
45%
19%
18%
4%
16
67%
51%
45%
47%
24%
18%
4%
65%
51%
45%
44%
22%
14%
8%
54
%
39
%
35
%
49
%
19
%
14
%
4%
67%
43%
36%
37%
25%
10%
1%
Data privacy concerns
I don't know what
other info they could
be accessing off my…
I don't want messages
from the app popping
up on my phone
I don't understand
why the app needs
access to that…
It uses up battery
quicker
I say no out of habit
Other

Q25. Please rank the following in terms of what would most likely cause you to disengage with a brand/company
45% DISENGAGE MAINLY BECAUSE OF CHANNEL
AND TIME, REST DUE TO VOLUME & RELEVANCE
34%
38% 39% 36%
30%
21%
25% 23%
24% 33%
23%
27% 27% 30% 21%
Sent at inappropriate
times
Sending messages
through channels I
don't like
Too many or too little
communications
Not relevant to me
17

Q39. And overall what are you most likely to take notice
Q37. For each of the following types of communications (marketing offers/ customer service information/ product updates) that businesses may want to share with
you which channels are you happy to use
Q8. Awareness
18
73%
48% 44%
31%
43%
28%
47% 44% 43%
36% 33% 33%
48%
41% 40%
29%
39% 35%
Marketing Offers Customer Service Information Product Updates
96% 91% 94%
65%
76%
56%
Emails Company website Social media
pages
Live Chat Digital advertising Push notifications
from apps
51%
6% 8%
2% 1% 2%
What comms
are you aware
of?
Which
channels are
you happy for
companies to
use?
What are you
most likely to
take notice of?
EMAIL STILL CLEARLY LEADS OVER APPS AND
SOCIAL FOR COMMUNICATING OFFERS

INDIA LOOKING TO DIGITAL VERSION ACROSS
THE BOARD, DM/EMAIL & COUPONS/VOUCHERS
19
29%
63%
DIRECT
MAIL VS
EMAIL
36%
57%
PRINTED
VS DIGITAL
COUPONS
34%
60%
PRINTED
VS DIGITAL
VOUCHERS
29% 29%
40% 32%
36% 32%
63% 63%
53% 61%
58% 61%
50%
61%
70% 65% 61%
47% 48%50%
28% 26% 29% 29%
40% 38%
Digital Printed
50% 55%
64%
57% 58%
44% 44%
50%
37%
31% 35% 37% 42%
48%
33%
58%
67%
58% 63%
44% 40%
67%
36%
29% 34% 32%
43% 48%
Q41. Printed vs Digital
DIGITAL PAPER 16-17 18-24 25-34 35-44 45-54 55-64 65+

THEY SAY THEY ARE MORE LIKELY TO TAKE-UP
AN OFFER IF ITS PRINTED
20
69%
11%
“I am more likely to use an offer if its printed on paper
as I can see it every time I open my wallet”
75% 63%
83%
60% 58% 64%
73% 79% 76%
17% 19% 15% 16% 9% 6% 8%
Agree Disagree
Q41B. Please tell us how much you agree or disagree with the statements below
69%
12%
73% 62%
0%
58%
64% 60%
71% 75% 76%
0%
13% 14% 15% 11% 10% 10%
64%
14%71% 56%
0%
57% 55% 60% 65% 68% 73%
0%
20% 19%
13% 12% 14% 10%
56%
19%64% 50%
0%
54% 52% 55% 58% 60% 59%
0%
17% 21% 19% 19% 16% 18%
50%
25%
64% 50%
33%
46%
52% 51% 53% 52% 48%
17%
27% 25% 24% 25%
20% 19%
16-17 18-24 25-34 35-44 45-54 55-64 65+AGREE DISAGREE

AND IN GROCERY THEY SAY HIGHER LIKELIHOOD
OF READING PAPER COMMS OVER DIGITAL
21
53%
15%
56% 50%
15% 15%
22%
15% 16% 16% 15% 14% 13%
67%
49% 47% 49% 55% 54% 60%
Digital Paper
Q40. Likelihood to read paper vs digital
67%
11%
67% 66%
12% 11%
0%
18% 16% 16% 16% 13% 10%
0%
54%
61% 63% 66%
74% 80%
68%
14%
69% 67%
14% 15%
0%
12% 12% 18% 12% 9% 5%0%
59% 61%
53%
66%
73% 83%
66%
15%
70% 63%
13% 16%
0%
19% 13% 15% 15% 14% 15%
0%
56%
67% 64% 66% 72% 66%
63%
19%
64% 62%
19% 19%
0%
18% 20% 18% 24%
15% 19%
67% 66% 62% 63% 58% 64% 62%
16-17 18-24 25-34 35-44 45-54 55-64 65+DIGITAL PAPER

BUT THEY FEEL THEIR WALLETS ARE SO FULL
THAT DIGITAL OFFERS ARE EASIER TO USE
22
“My wallet is so full I would only use offers that I
can carry around on my phone”
Q41B. Please tell us how much you agree or disagree with the statements below
16-17 18-24 25-34 35-44 45-54 55-64 65+
13%
61%
64% 57% 17% 18%
27%
17%
9% 6% 4%
83%
52%
42%
55%
68% 69% 75%
Agree Disagree
20%
55%
60% 51% 0%
26%
35% 33%
16% 9% 8%
0%
40% 39% 42%
57%
68% 75%
16%
57%
60% 55%
0%
22% 27% 20% 14% 13% 6%0%
48% 46% 45%
56%
64%
78%
18%
51%
60% 55% 0%
24% 20% 24% 17% 13% 13%
0%
43% 47% 42%
55% 58% 64%
51%
23%
50% 52%
17%
48%
59% 52% 54%
32% 31%34%
24% 20% 24%
16%
33%
25%
AGREE DISAGREE

As you are about to
enter the store
Any time you are not
in the store
As you pass products
on offer
At a time of chosen by
me
When you reach the
checkout
No preference
None of these
GENERALLY PREFER TO RECEIVE INFORMATION
OUTSIDE OR JUST ABOUT TO ENTER STORE
23
22
22
14
8
7
20
35
16
14
8
8
6
22
42
10
13
9
8
6
22
43
Q42. Companies can send you messages via your mobile phone, in terms of offers, information and marketing, when would you prefer this
to reach you if the company in question was your preferred grocery supermarket
Base: All grocery shoppers
23
23
17
11
10
17
35
15
13
10
9
9
20
44
12
13
12
11
7
19
43
17
20
14
11
7
19
42
13
10
6
8
7
20
49
8
11
8
8
5
21
49
23
19
16
11
6
22
27
16
13
9
10
7
25
35
14
7
9
10
5
25
38
54
39
32
29
26
10
5
29
43
32
28
32
14
7
27
29
36
28
24
13
8
Offers
Service Info
Product Info
22 19 20 24 12
40 41 47 28 7

AND OF COURSE THERE ARE INSTANCES OF
POSITIVE SENTIMENTS TOWARDS BRANDS WHO
DON’T “PUSH IT” (TOO MUCH!)
24
Q45. Example of a company with good digital communication
Q46. Example of a company with good traditional communication
“FLIPKART - they send relevant and balanced volume of
communication”
“DOMINOS PIZZA - sends mails to me about it's offers
and new products on their menu with tons of pictures.
They do it weekly once to just be in touch with what is
happening in their company.”

25
CONCLUSIONS
• Getting digital communications right is not the selling point of a
business, it’s what is now expected by the customer: when it’s done
badly it evokes a very negative reaction
• There is widespread belief that there is much more to come, and many believe they will
not be able to cope
• Coping methods to date are blunt and quick such as deleting apps
• Some general lack of understanding of why apps need access to phone functions –
businesses need to better explain this to customers
• Delivering the right communication via the right communications channel is identified as
critical for digital communications
• Privacy, Permissions and Preferences will be crucial for consumer
access in the future
• We have to earn the right to gain and keep access. Get it wrong and
they’ll turn you off.

THERE’S MUCH MORE FOR US TO LEARN ABOUT
CONSUMERS
What I think Where I am What I’m interested in What I watch What I buy What I read What I do Who I talk to What I aspire to What I’ll do next
my life
26

AND WE HAVE TO GATHER MORE PERMISSIONS
AND PREFERENCES
You are what you earn
You are where you live
You are what you say you are
You are what you do
Social class (Still used as a major media
currency)
Geo -demographics (Still used by direct
marketing industry)
Lifestyle questionnaires: Interesting
but unreliable
You are what you do: Real granular
data creating relevance
You are what you choose to release Permissions and Preferences and Privacy
27

“It was the best of times, it was the
worst of times…
…it was the age of wisdom, it was the
age of foolishness”
Charles Dickens, A Tale of Two Cities

THANK YOU
Vikram Adige
Director Business Development, Aimia India
Vikram.adige@Aimia.com | +919987023220

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