FYI Corner: Valentine's Day Special - The Communications Break-Up

Valentine's Day is right around the corner, and according to a study by Yahoo! Personals, this marks the end to National Break-Up Season, a period that starts around the December holidays and is marked by an increase in couple break-ups. So before this unofficial holiday season ends, FYI Corner is looking at reasons why online users break-up with brands.

A study released Tuesday called "The Social Break-Up" surveyed more than 1,500 consumers, exploring changing online behaviors and top motivations for “unliking,” unfollowing and unsubscribing from brand communications via Facebook, Twitter and e-mail.

Here are a few key findings from the study:
  • 91% of consumers have unsubscribed from opt-in marketing e-mails.
  • 77% of consumers report being more cautious about providing their e-mail address to companies versus last year.
  • 81% of consumers have either “unliked” or removed a company’s posts from their Facebook News Feed.
  • 71% of consumers report being more selective about “liking” a company on Facebook than they were last year.
  • 51% of consumers expect that a “like” will result in marketing communications from brands, while 40% do not believe it should result in marketing communications.
  • 41% of consumers have “unfollowed” a company on Twitter.

Follow this link to read more about the study findings, and to find a link to the study itself (which requests your email address to download). Now with all the sad break-up news behind us, buy yourself or your loved ones some flowers or chocolates and enjoy Valentine's Day!

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