Curious to know what the top reasons people choose to stop following you, “unlike” you, or unsubscribe from your e-mails? You should be, more than 90% of consumers have done just that according to a recent report by ExactTarget. The report goes on to share the top reasons for each action.
ExactTarget released this study on Tuesday, “The Social Break-UP“, in which more than 1,500 consumers were surveyed about their motivation for “unliking”, unfollowing and unsubscribing from brands 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.

With 95% of U.S. online consumers using e-mail (and 93% of U.S. online consumers being subscribers to at least one opt-in e-mail per day), the e-mail findings are particularly important for marketers hoping to remain in good standing with their audiences via e-mail. But Facebook and Twitter are relevant as well, as 65% of U.S. online consumers are currently active on the platform (to the point of obsession, sometimes), and 9% of U.S. online consumers are active tweeters.