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.

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 menGroceries, 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;