A new survey from software marketplace GetApp shows that U.S. consumers are reaching their breaking point when it comes to advertisements. According to GetApp’s 2024 Advertising Preferences Survey, 40% of U.S. consumers unsubscribe from brand texts and emails at least once a week, significantly higher than the global average of 25%.

“The volume of marketing content has reached a tipping point for many U.S. consumers”

Consumers demand a break from relentless marketing

Over half (56%) of U.S. consumers will unsubscribe if they receive four or more marketing messages from the same company within 30 days. Meanwhile, 44% will opt out even sooner, showing a clear intolerance for high-frequency marketing. With inboxes flooded by irrelevant content, U.S. consumers are more likely to label messages as spam or take further actions to block unwanted communications.

“The volume of marketing content has reached a tipping point for many U.S. consumers,” said David Jani, a marketing analyst at GetApp. “Brands need to strike a better balance between driving campaign performance and respecting their customers. Consumers are making it clear that they won’t hesitate to disengage when bombarded with irrelevant or excessive marketing.”

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Personal data concerns fuel disengagement

Consumers aren’t just overwhelmed by the volume of ads—they’re growing increasingly protective of their personal data. Over half (52%) feel it’s difficult to prevent marketers from using their personal information, and 60% are unwilling to share their data in exchange for targeted ads. This suggests a lack of trust in how companies handle data–something other companies have had to address.

Jani pointed out, “What is clear from our data is that consumers in the U.S. appear to be more decisive compared to global respondents when it comes to unwanted emails, texts, and notifications. Americans in our study are much quicker to use spam and junk filters, as well as email blocking tools when they are sent undesired communications.”

Nearly all (94%) of consumers have taken action against unwanted marketing communications, including marking content as spam or junk (72%), using anti-spam tools (53%), and reviewing website and app privacy settings (26%). Over a third of U.S. consumers who unsubscribed (36%) claim they never subscribed or don’t remember subscribing in the first place, raising concerns about deceptive practices in marketing.

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Strategies to re-engage disillusioned customers

To address this, companies should streamline their communications, ensuring they’re not bombarding their audience across multiple channels. Tools such as email marketing, SMS management, or CRM systems can help track and manage the frequency of messages, aiming to keep the number of promotional messages to a sustainable level.

Respecting audience data is equally important. Consumers are becoming more protective of their information, so marketers must use proper data management tools to safeguard and appropriately use this data. Collect only necessary information and offer incentives such as loyalty schemes or exclusive offers to encourage data sharing. Additionally, providing a transparent opt-out process empowers consumers and helps maintain trust.