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BizReport : Mobile Marketing : August 07, 2014

Consumers' mobile tracking fears allayed with incentives

Consumers will put aside mobile tracking privacy concerns if rewarded with coupons, sales promotions and shorter checkout times, according to a new report from ad engagement firm PunchTab.

by Helen Leggatt

PunchTab's survey of more than 1,000 consumers found that despite privacy being the main concern surrounding mobile tracking a growing number are allowing the marketing strategy if given something in return.

Just over a quarter (27%) of consumers say they are 'likely' to allow a retailer to track their location via mobile if rewarded with coupons, faster checkout and other money and time saving items.

Coupons and offers were the most popular incentives for location sharing (88%), followed by shorter checkout times (72%) and targeted alerts about relevant products and sales promotions (69%). Furthermore, certain types of retailers were identified as being those consumers would most likely allow to track them - superstores (84%), department stores (78%), grocery stores (74%) and home improvement stores (60%).

Of the consumers who are yet to be convinced about sharing their location via mobile, half said they would be more incentivized to try it if the value of the reward increased.

"What we're seeing in this report is that consumers aren't hesitant about mobile tracking just because it's new and different. Some of the other main drivers include fears around receiving excessive and irrelevant marketing messages," said Robyn Hannah, VP of public relations and communications at PunchTab. "These fears can be allayed with incentives, but the catch is, marketers need to adopt a data-driven approach to understand where the 'sweet spot' lies."

Tags: consumer study, location targeting, mobile marketing

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