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).

However stressed out the HVS consumers are, they are still ready to share their personal data to get personalized offers and messages. The most open respondents are from India—64% share their personal data.

Interestingly, in all the researched countries, except India, people are more likely to open emails from family and friends first, then from partner companies and after that—from unknown senders.

In all five countries, email is the most noticeable way of communication (from the highest 57% in the U.S. to the lowest 42% in France). Direct mail, TV ads, text messaging are much less noticeable (yet, effective) with less than 17%  of ‘noticeability’ each.

The research was conducted in five markets—U.K., U.S., France, Canada and India—and asked over 2,000 consumers of 18+ years old about their digital communication behaviour.

The full report with more findings and figures is available here.