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BizReport : Mobile Marketing : October 06, 2011

Location-based coupon users harbor privacy concerns

Despite almost half of mobile users having some concerns about privacy when using location-based coupons, their usefulness is such that most are happy to push these worries to one side, found a new survey from Prosper Mobile Insights.

by Helen Leggatt

prosper mobile insights logo.jpgThe vast majority (81.9%) of the 348 mobile users involved in Prosper Mobile Insights' survey said they were open to receiving mobile coupons on their device, whether they use a smartphone or tablet. Over half would like the coupons delivered to their email but a quarter said they would prefer if they were delivered while in the vicinity of an outlet.

The reason why mobile users want location-based coupons is simple - they are very convenient and useful, according to over two-thirds of respondents (67%).

However, even users of location-based coupons have some anxieties. When questioned about their concerns regarding privacy, almost half (44.8%) admitted location-based coupons worried them to some degree. The remainder of respondents were split fairly evenly between not caring about privacy and security issues and a neutral attitude.

A study by Microsoft, carried out earlier this year, came up with similar conclusions. Their research revealed 94% of location-based service users found them valuable, no-one more so than U.S. users (99%).

But, yet again, privacy concerns were found to loom large. Many (84%) users had concerns surrounding their lack of control over who they share their location with and how that data is used, and many worried their identity (84%) or personal information (83%) could be stolen.

Tags: consumer insight, location-based services, m-commerce, mobile coupons, mobile email, mobile marketing, smartphone, tablet

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