Survey: Interest In Place-Based Mobile Offers Growing

Mobile loyalty platform Placecast has sponsored research (conducted by Harris Interactive) since 2009 about consumer attitudes toward mobile marketing and specifically receptiveness to location-based mobile marketing. The research is called the “Alert Shopper” and it’s now in its fourth year and fourth wave.

The particular survey out today was done in May and had 2,000 US adult respondents.

Participants (a mix of conventional handset and smartphone owners) were asked about their interest in receiving “mobile alerts” from brands and marketers (after an opt-in). The data in the chart immediately below reflect 19 percent growth in consumer interest over time.

Screen Shot 2013-08-15 at 8.30.29 AM

Screen Shot 2013-08-15 at 8.25.21 AM

Source: Placecast-Harris Interactive (5/13)

I suspect the idea of permission as a prerequisite to receiving these alerts made respondents more receptive. Regardless this is positive news for mobile marketers.

Large majorities of respondents (smartphone owners in particular) also indicated strong interest in accessing local information on their phones, which extends to offers and commercial messages.

Almost 90 percent of respondents said that accessing local information on their phones was at least somewhat important, while nearly 40 percent said it was very important and they were “extremely interested” in location-based content (including offers).

 Screen Shot 2013-08-15 at 9.57.38 AM

Source: Placecast-Harris Interactive (5/13)

While SMS was once at the center of the mobile marketing discussion, the rise of smartphones and apps have made text-based marketing less interesting to many brands and agencies. It’s also harder to do well because of opt-in and anti-spam rules. The flip side, however, is the creation of a more receptive consumer relationship, where action is more likely.

Indeed, these survey data argue that permission-based SMS mobile marketing could be an extremely effective complementary mobile channel and should be included as part of a holistic mobile strategy.

Permission-based SMS mobile alerts are very much the mobile equivalent of email.

Related Topics: Channel: Mobile Marketing | Statistics: Mobile Marketing | Top News

Sponsored


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



Marketing Day:

Get the top marketing stories daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!