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Harris Interactive, Placecast LBS Marketing Poll
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Harris Interactive, Placecast LBS Marketing Poll

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  • 1. The Alert Shopper II
    CONSUMER RECEPTIVITY TO LOCATION-BASED MARKETING
    Harris Poll Online Survey
    July 2010
  • 2. 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/
  • 3. 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.
  • 4. Emerging Insights
    Consumers are interested in receiving opt-in marketing messages:
    • Interest levels are highest among younger audiences – consistent with first survey
    • 5. 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
  • 6. 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
  • 7. 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
  • 8. Grocery coupons have highest interest level followed by restaurant and entertainment
    Source: Placecast The Alert Shopper IIN=1719
  • 9. 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.
    Source: Placecast The Alert Shopper IIN=1719
  • 10. Men are from Mars (if it has sporting goods, alcohol & electronics) women are from Venus (if it sells shoes & groceries)
  • 11. 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
    Source: Placecast The Alert Shopper IIN=1719
  • 12. Consumers express great promotional sensitivity: Use of promotions equally likely online as offline
    Source: Placecast The Alert Shopper II;
  • 13. Women tended to be more promotionally active than men in the past year
    Source: Placecast The Alert Shopper II;
  • 14. Text messaging most highly valued activity on phones
    Source: Placecast The Alert Shopper II;
  • 15. For those who have signed up for text alerts, the messages are most likely to impact website and store visitation
    Source: Placecast The Alert Shopper II;
  • 16. 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
    Source: Placecast The Alert Shopper II;
  • 17. Women are slightly more interested in location-based messages than men
    Source: Placecast The Alert Shopper II;