Tag: mobile marketing survey

Location based marketing survey shows resistance toward its use

The research has indicated that geolocation technology may not be as warmly received as some anticipated.

A nonprofit global IT association, ISACA, has just released the outcomes of its location based marketing survey and has discovered that many consumers are uncomfortable with this type of communication as they are concerned about their privacy.

The study looked into the opinions of approximately 4,000 consumers in four different countries.

The research was conducted regarding the holiday shopping habits of consumers in the United Kingdom, the United States, Mexico, and India and their opinions on privacy and other issues such as location based marketing through the use of geolocation technology. The findings indicated that the feelings regarding the use of these techniques differ from one place to another.

The consumers in the United Kingdom and India had the greatest resistance to location based marketing techniques.

location based marketing researchIn those two countries, the respondents were the least likely to want to receive advertising and promotional messages from stores and brands through the geolocation technology on their smartphones. These included unrequested discount coupons, SMS messages about discount offers, and other communications that are sent automatically when a consumer walks near – or into – a store. In both the U.K. and India, 70 percent of consumers felt that they felt that this type of activity is invasive.

In all four of the participating countries, the data on the IT Risk/Reward Barometer indicated that consumers feel that receiving a text message from a business as they walk by the store is nearly as invasive as if they were to step into a store and a clerk would address them by name even if they had never met. In the U.K., 69 percent of the survey participants would have been happy to receive a mobile coupon in order to receive a bargain, but 47 percent of them would not be pleased if a shop assistant who was a stranger addressed them by name.

Among all of the countries, consumers were more receptive of receiving special discount codes through location based marketing than they were in receiving a text to inform them of special offers that may not feel are relevant to them.

Mobile marketing in India performs best when informative and creative

A study conducted by Yahoo! has shown that Indian consumers have a specific ad preference.

According to a survey by Yahoo!, which was performed in conjunction with the Mindshare online and mobile marketing, and global media services firm, smartphone and tablet owners in India find ads more appealing when they are eye catching in a creative way, when they are informative, and when they feel that they enhance their social position.

The survey, entitled “Getting Mobile Right” also revealed that Indian consumers are keen news consumers.

According to the report on the results of the mobile marketing survey, “Sixty seven percent of the respondents desire ads that allow for creative expression, while 61 percent prefer advertisements that enhances their social standing.” Furthermore, 60 percent of the participants in the survey stated that they have a preference for advertisements that can be shared with family and friends. An additional 58 percent preferred the ads that gave them something interesting to discuss with others.

The mobile marketing research also indicated that both smartphone and tablet users especially enjoy political news.

India - Mobile MarketingThough they do enjoy news content, as a whole, it is political news that was revealed as the most interesting to the participants in the mobile marketing study. The survey was conducted throughout July and August and involved 504 respondents who were smartphone users, and 101 who were tablet users. The participants resided in Bangalore, Delhi, and Mumbai.

According to David Jeffs, the head of insights in India and South-East Asia at Yahoo!, “Given the mobile growth in India, the potential for brands to engage with their consumers via smart devices is tremendous.”

The purpose of the mobile marketing study was to gain greater insight into the behavior of smartphone and tablet using consumers. It investigated their content and ad preferences and the ways in which their habits change throughout the length of the day. They also looked into the way that the changes in their behaviors alter the way that their devices are being used and what they are consuming while they use those devices at those different times of day, explained Jeffs.