Author: JT

Consumers in the European country are less likely to trust ads that they feel will use their personal data.

According to the results of a recent survey conducted by the Mobile Marketing Association (MMA) France, consumers in that country feel suspicious of advertising they receive over their smartphones and tablets when it becomes intrusive or will utilize their personal information.

This survey involved the participation of more than 1,000 people with smartphones or tablets.

The research was conducted on behalf of the association by GfK. Among the respondents to the survey, about 60 percent said that they felt as though brands were being invasive on their smartphones or tablets as a result of too many spam like mobile marketing messages. Another 67 percent said that they were uncomfortable with the fact that they felt as though they were sharing information with brands, even without their knowledge. On top of that 68 percent expressed that they felt as though they were being spied on through their mobile devices.

The Mobile Marketing Association France said that it is vital for companies and brands to take care with privacy.

The MMA France said that the results of this survey show that it is very important that they take careful control over mobile advertising so that they will understand when consumers will find their actions to be relevant, and when they will find them to be intrusive or unwelcome.

Although 56 percent of the respondents to the survey feel that it shouldn’t be useful at all to have a company or a shop recognize them and while they haven’t any real interest in being personally welcomed when they enter a store’s physical location, it doesn’t stop there. Half of the respondents said that they did find it useful when stores use geolocation based marketing in order to provide them with discounts to the stores that they have just entered (or that they’re walking by at that moment).

This showed that it isn’t necessarily mobile marketing in general that is putting off French consumers, but it is the relevance that matters to them. Renaud Menerat, the president of MMA France explained that this research places the spotlight in the expectations that consumers have toward brands for understanding the notion of simplicity, service and transparency when it comes to their advertising overt his channel.

Survey shows that consumers are becoming heavily influence by mobile capture solutions

Mitek, a leading provider of mobile capture and identity solutions, has released the results of a new survey, which was conducted by Zogby Analytics. The survey suggests that the camera of a mobile device is the key to businesses effectively engaging Millennials, who are among the most tech-savvy and mobile-centric demographic in the world. These consumers have become quite involved in mobile commerce and the social aspects of their cameras are influencing their purchasing behavior.

Many consumers are using their mobile devices to make purchases

The survey found that approximately 86% of respondents claimed that have made a purchase or transaction from their mobile device, with 11% of these people doing so on a daily basis. Another 42% noted that their purchasing decision was based on what companies allowed them to do with their mobile devices. Notably, companies that did not support the mobile space in some way lost customers to those that did. Cameras and social media are beginning to play a major role in promoting mobile commerce among Millennials.

Consumers want to bundle all of their information into a singular source

The survey found that 68% of consumers would prefer the ability to take a picture of their information rather than input this information manually. Approximately 28% want to associate all their information, including their credit card and gym membership information, with their driver’s license. Taking a picture of their license could make this information more easily accessible and, in terms of shopping, could make mobile commerce much more convenient for consumers.

Consumers value security over convenience

While consumers value the convenient nature of mobile commerce, they are more concerned for the security of their information. The survey found that 54% of consumers claimed that security was more important than convenient, with data security and identity protection being the most significant concerns. Improved security could ensure that more Millennials become involved in mobile commerce, especially if mobile capture solutions become more capable of meeting their needs.