And what about loyalty? It turns out consumers relationships with the audience aggregators is based more on convenience than love for the brands. A Global Web Index panel survey found that search engines and social networks are the top purchase research channels but buyers’ main concern is convenience. SmarterHQ found that 84% of Amazon Prime said they would cancel without free two-day shipping. Yet again in a LivePerson survey of Gen Z and Millennials: 53% in the U.S. said they’d delete social applications from their phone before they’d delete practical apps such as banking, ride-sharing, and shopping.