Harris Interactive, Placecast LBS Marketing Poll

The Alert Shopper II
CONSUMER RECEPTIVITY TO LOCATION-BASED MARKETING
Harris Poll Online Survey
July 2010

Objectives
Gauge consumer’s preference levels in opt-in mobile marketing from brick-and-mortar businesses
Understand consumer receptivity for services and messaging types including location-based mobile marketing
Uncover interest levels for messaging from different types of establishments
Determine what impact these types of messages might have on purchase behavior across channels
Highlight differences in interest and response across age, gender, income, professional status, presence of children
This survey forms part of a larger body of research work entitled “The Alert Shopper” which is focused on understanding consumer attitudes towards mobile marketing messages. The first survey was fielded in July of 2009.
Follow the Alert Shopper research on http://blog.placecast.net/

Harris Interactive Methodology
This survey was conducted by Harris Interactive on behalf of 1020 Placecast.
All data collection was done online within the United States between May 17 and 19, 2010 among 2046 adults ages 18 and older, of whom 1,719 own a cell phone.
Results were weighted as needed to reflect the composition of the U.S. adult population ages 18+ using targets for region, age within gender, education, household income, and race/ethnicity.
Respondents for this survey were selected from among the Harris Poll Online (HPOL) database, which includes several million people who have agreed to participate in Harris Interactive surveys.

Emerging Insights
Consumers are interested in receiving opt-in marketing messages:
Interest levels are highest among younger audiences – consistent with first survey
Men and women now show nearly equal interest – interest among women has risen from survey 1 and in some demo groups exceeds that of men
Groceries, restaurants and entertainment top the list of interested categories for receiving alerts but men and women vary dramatically in the types of alerts they would prefer to receive:
Women, reflective of their role as primary household shoppers, are both the most promotionally sensitive and most interested in grocery, beauty and apparel marketing alerts
Men are most interested in electronics and sporting goods
Interest is similar for categories like restaurants and entertainment
The alerts are most likely to impact web and store visitation among those receiving them, and also impact purchase:
There is strong interest in location-based marketing:
Location basis considered potentially useful, innovative and more likely to be relevant by significant percentage of respondents

More than ¼ of all adults are interested and most do not receive these types of promotions
Comparison to first survey: 26% at least somewhat, 5% extremely/very
+2 points from Survey I
+3 points from Survey I
Source: Placecast The Alert Shopper IIN=1719

42% of consumers 18 – 34 interested in text alerts from marketers; female interest equal to and surpassing male for some demos
Consistent with Survey I: Highest interest among youngest groups
Change from Survey I: 2 point growth in overall interest; 6 point growth among women 18 - 34

Grocery coupons have highest interest level followed by restaurant and entertainment

Strongest interest in groceries, restaurants, and entertainment
Women more interested in grocery, beauty, apparel; men more interested in electronics, sporting goods. Similar interest levels in restaurants.

Men are from Mars (if it has sporting goods, alcohol & electronics) women are from Venus (if it sells shoes & groceries)

Even more marked difference between what men 18-34 and young women are interested in
Over 85% of young women interested in grocery coupons; 75% in entertainment

Consumers express great promotional sensitivity: Use of promotions equally likely online as offline
Source: Placecast The Alert Shopper II;

Women tended to be more promotionally active than men in the past year

Text messaging most highly valued activity on phones

For those who have signed up for text alerts, the messages are most likely to impact website and store visitation

More than 1/3 who have received text alerts think location based messaging could be useful
Marketers need to pay attention to offer relevance and frequency

Women are slightly more interested in location-based messages than men

Harris Interactive, Placecast LBS Marketing Poll

by Ben Allen on Jul 01, 2010

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Harris Interactive, Placecast LBS Marketing Poll — Presentation Transcript