The latest research by the loyalty management firm Aimia Institute finds that Millenials are the most sensitive to digital overload. 44% of Millenials are likely to unfollow a brand on social media or unsubscribe from newsletters if they feel overwhelmed with digital communications. For comparison, just 13% of Gen X feel the same way.
The researchers call these group “High Volume Sensitive consumers” (HVS). 59% of them feel overwhelmed with emails, 60%—with text messages, 62%—with push notifications from mobile apps.
As a result, HVS consumers block numbers (80%), unsubscribe from newsletters (84%), delete apps (82%), unfollow brands on social media (86%), about 62% adjust settings of their accounts to limit irrelevant information. The most impatient consumers are from the U.K. (49% change settings to reduce communications, others are more radical), the most patient ones are in India (64% are ready to do so).