Harris Interactive, Placecast LBS Marketing Poll


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Harris Interactive, Placecast LBS Marketing Poll

  1. 1. The Alert Shopper II<br />CONSUMER RECEPTIVITY TO LOCATION-BASED MARKETING<br />Harris Poll Online Survey<br />July 2010<br />
  2. 2. Objectives<br />Gauge consumer’s preference levels in opt-in mobile marketing from brick-and-mortar businesses<br />Understand consumer receptivity for services and messaging types including location-based mobile marketing<br />Uncover interest levels for messaging from different types of establishments<br />Determine what impact these types of messages might have on purchase behavior across channels<br />Highlight differences in interest and response across age, gender, income, professional status, presence of children<br />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.<br />Follow the Alert Shopper research on http://blog.placecast.net/ <br />
  3. 3. Harris Interactive Methodology<br />This survey was conducted by Harris Interactive on behalf of 1020 Placecast.  <br />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.  <br />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.  <br />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. <br />
  4. 4. Emerging Insights<br />Consumers are interested in receiving opt-in marketing messages:<br /><ul><li>Interest levels are highest among younger audiences – consistent with first survey
  5. 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</li></ul>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:<br />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<br />Men are most interested in electronics and sporting goods<br />Interest is similar for categories like restaurants and entertainment<br />The alerts are most likely to impact web and store visitation among those receiving them, and also impact purchase:<br />There is strong interest in location-based marketing:<br />Location basis considered potentially useful, innovative and more likely to be relevant by significant percentage of respondents<br />
  6. 6. More than ¼ of all adults are interested and most do not receive these types of promotions<br />Comparison to first survey: 26% at least somewhat, 5% extremely/very<br />+2 points from Survey I<br />+3 points from Survey I<br />Source: Placecast The Alert Shopper IIN=1719<br />
  7. 7. 42% of consumers 18 – 34 interested in text alerts from marketers; female interest equal to and surpassing male for some demos<br />Consistent with Survey I: Highest interest among youngest groups<br />Change from Survey I: 2 point growth in overall interest; 6 point growth among women 18 - 34<br />
  8. 8. Grocery coupons have highest interest level followed by restaurant and entertainment<br />Source: Placecast The Alert Shopper IIN=1719<br />
  9. 9. Strongest interest in groceries, restaurants, and entertainment<br />Women more interested in grocery, beauty, apparel; men more interested in electronics, sporting goods. Similar interest levels in restaurants.<br />Source: Placecast The Alert Shopper IIN=1719<br />
  10. 10. Men are from Mars (if it has sporting goods, alcohol & electronics) women are from Venus (if it sells shoes & groceries)<br />
  11. 11. Even more marked difference between what men 18-34 and young women are interested in<br />Over 85% of young women interested in grocery coupons; 75% in entertainment<br />Source: Placecast The Alert Shopper IIN=1719<br />
  12. 12. Consumers express great promotional sensitivity: Use of promotions equally likely online as offline<br />Source: Placecast The Alert Shopper II; <br />
  13. 13. Women tended to be more promotionally active than men in the past year<br />Source: Placecast The Alert Shopper II; <br />
  14. 14. Text messaging most highly valued activity on phones<br />Source: Placecast The Alert Shopper II; <br />
  15. 15. For those who have signed up for text alerts, the messages are most likely to impact website and store visitation <br />Source: Placecast The Alert Shopper II; <br />
  16. 16. More than 1/3 who have received text alerts think location based messaging could be useful<br />Marketers need to pay attention to offer relevance and frequency<br />Source: Placecast The Alert Shopper II; <br />
  17. 17. Women are slightly more interested in location-based messages than men<br />Source: Placecast The Alert Shopper II; <br />