Pbm on deviceresearch_alistairhill

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Pbm on deviceresearch_alistairhill

  1. 1. Why consumers want to opt-in? September 2011
  2. 2. Agenda• State of play• Opted Out• Ideas
  3. 3. On Device Research In The On Device On Device Moment Answers Panels Research
  4. 4. Case Study – Male 25 to 34 – Becks Beer Encounters Sunday 1st May, 17:07 Bank Holiday Monday 2nd With one other person May, 21:15 Encountered Poster With a group of people Attracted Encountered PosterLike drinking/buying a Becks Wednesday 4tht May, 13:45 + 13:53 On Own Encountered Poster Attracted
  5. 5. Research MethodologyPanel Recruited via: Panel Survey Completed analysed and selected for each project • Partnerships with • Survey Completed Publishers On Device • Incentive • Device, OS, Promotions browser and (competitions, operator captured earn money, etc.) automatically. SMS Sent
  6. 6. Why consumers want to opt-in? September 2011
  7. 7. Its Useful! or Entertaining - 42% have received a useful orentertaining text message from a company or organisation
  8. 8. Utilities and functional are providing the best SMS marketing• Travel, mobile operators and financial companies providing the most useful or entertaining SMS messages from companies.• Consumer data leans towards a lack of creativity in mobile messaging. A huge opportunity! Which type of company or organisation provided you with that useful or entertaining text message? 25% 23% 19% % Mobile Media Users 20% 16% 15% 11% 10% 9% 7% 5% 4% 4% 0% Travel (airline, Mobile Bank or Website Dentists or Retail shop Newspaper or Entertainment train, etc) Operator Insurance Doctor Magazine / Cinema / Music Country: UK Date: September 2011
  9. 9. Half of males receive useful or entertaining SMS messages• Males and older demographics are the most likely to be receiving messages which are useful.• Consumer data leans towards a lack of creativity in mobile messaging. A huge opportunity! Have Received a Useful or Entertaining Text From a Company - By Demographics 60% 49% 48% 50% % Mobile Media Users 41% 40% 37% 30% 28% 20% 10% 0% Male Female Under 25 25 to 34 Over 35 Country: UK Date: September 2011
  10. 10. 78% have received text spam- And 60% of these respondents were annoyed and now thinknegatively about that company. Country: UK Date: September 2011 Base: n = 2299
  11. 11. 38% of respondents don’t know how to opted out of receiving text marketing• Yet 83% know its possible to opt out.• Females are also 15% more likely to be annoyed by text spam.• There is a really issue for permission based marketing for females. Do you know how to Opt out? Dont Know How to Opt Out 70% 140 63% 128 130 60% 120 % Mobile Media Users 50% 110 40% 38% Index 100 30% 90 20% 86 80 10% 70 0% 60 Yes No Male Female Country: UK Date: September 2011
  12. 12. Be creative, opted out window?• Communicate with consumers on their terms.• Early adopters are 10% more likely to want an opt out window Would you like the option of a having a window when companies can send you messages? 70% 61% 60% % Mobile Media Users 50% 39% 40% 30% 20% 10% 0% Yes No Country: UK Date: September 2011
  13. 13. Example mobile diary – On Device Research SMS message 100% Opt-in 25% Completed 100% Project
  14. 14. Free Report – Mobile Advertising and TV • Read it on: ondeviceresearch.com/blog Time of Day Mobile Media Interactions - Weekday 30% 25% 20%% of Interactions 15% 63% 10% 5% 0% Early Morning Morning Midday Afternoon Evening Late Evening Mobile Media Usage MM In Conjunction with TV
  15. 15. Thank You Alistair Hill On Device Research alistair@ondeviceresearch.com +44 (0) 7931 518 232
  16. 16. Thank You Alistair Hill On Device Research alistair@ondeviceresearch.com +44 (0) 7931 518 232
  17. 17. Thank You Alistair Hill On Device Research alistair@ondeviceresearch.com +44 (0) 7931 518 232

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