Mobile customers want to share, really

Mobile customers aren't just hoping to find deals to their favored retailers, in many cases, these shoppers are willing to share location data so that the brand can more readily find them. That is the takeaway from a new report out this week, which shows nearly half of mobile users are willing to exchange their location for relevant offers and coupons.

by Kristina Knight

The report, from Millward Brown and mBlox, finds that most (59%) of mobile users 'prefer' SMS and push campaigns over other mobile ad options. This includes video, banners and email. In fact, three-quarters of both global and US-based respondents say they 'are likely' to engage with SMS/push messages which include location-triggered coupons or relevant deals. Other interesting findings include:

• 47% say they'll share location data for offers and coupons
• 45% will share their location to receive 'information they requested'
• 36% are willing to share location data to solve customer service issues
• 24% will share location data to check-in or post to their social networks

"The majority of people today find value in targeted, relevant SMS and push messages sent by a company," said mBlox CEO Tom Cotney. "When consumers are telling you they want to, if not expect to, be contacted just by downloading an app, it would be foolish not to take advantage of that. If you're a marketer, why wouldn't you engage people via the channel and methods they prefer?"

The survey also found that more than half (58%) will text their favorite brands to request more information or to enter a contest (54%). And, don't forget the value of texting. According to the report more than 60% of both global and US mobile users 'find value' in branded text messages and more than half say push/text messages have influenced them to make a purchase.

Image via Shutterstock

Tags: mBlox, Millward Brown, mobile ad trends, mobile commerce, mobile marketing, mobile trends