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BizReport : Mobile Marketing : July 01, 2010

Survey: Mobile driving 33% of consumers into stores

When it comes to driving traffic there may be no greater influence than mobile. In the short time mobile devices, particularly smartphones, have offered access to the Internet consumers have rushed into the space. Now, according to a new Harris Interactive report mobile marketing efforts are driving one in three consumers into stores and more than 25% of consumers to complete purchases.

by Kristina Knight

placecast.gifThe survey was commissioned by location-based mobile platform Placecast and shows growth from the numbers generated in a similar 2009 survey.

According to Harris Interactiveresearchers 28% of respondents (a two-share increase) are now 'somewhat interested' in mobile marketing messages with younger consumers skewing toward the more interested side. Just over 40% of consumers between 18 and 34 report being 'somewhat interested' in mobile messages; women are more likely than men to be interested in mobile alerts and messages.

Once they have signed up, what are consumers most likely to do with the alert information?

• 34% will visit a company website for more information
• 33% will visit the store
• 28% will purchase the alerted/advertised product via website
• 27% will purchase the product advertised in-store
• 23% will recommend the product mentioned

What is perhaps of most interest to marketers, however, is the way consumers prefer to communicate via mobile. The report found that, following voice contact, texting is still the preferred method of communication. About 40% of all respondents reported texting as being 'extremely important' or 'very important' to them. Meanwhile 37% report that location-based marketing texts were useful. Only about one-fifth (24%) report that location-based texts could be 'more relevant'.

"If done correctly and on an opt-in basis, location-based mobile marketing is resonating with consumers," said Placecast CEO Alistair Goodman. "I think now that more data is becoming available to retailers, more exciting and valuable programs will be created, given that the technology and market receptivity is there."

In what categories are consumers most willing to receive texted alerts or messages? Food remains the top getter for both sexes. Nearly 70% of respondents reported a willingness to receive Grocery alerts, 64% wanted information from restaurants and 58% wanted information from fast food eateries. Women lead men in wanting alerts from the Food sector, but they would also like alerts regarding Entertainment Products (62%) and Beauty/Fasion (51%) segments. Men, meanwhile, lead women in the wish for alerts from the Electronics (49%), Travel (36%) and Sporting Goods (30%) sector.

Tags: Harris Interactive, mcommerce, mobile alerts, mobile marketing, mobile shoppers, Placecast, text messages

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