Three Conclusions From 287,000 Opinions on Mobile Marketing
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This document summarizes the key findings from a survey of 287,000 consumers on their opinions about mobile marketing. It outlines three main conclusions: 1) Consent notices have not effectively communicated how companies use consumer data and have failed to increase understanding; 2) Consumers are willing to share some data, like app usage and contact details, to access free content or apps rather than pay; and 3) While targeted ads can be useful, most consumers find them annoying, and choice, permission, and trust are more important to users than more data or technology.
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Three Conclusions From 287,000 Opinions on Mobile Marketing
- 1. 3 Conclusions From 287,000 Consumer Opinions on Mobile Marketing
- 3. !3 3conclusionsFrom287,000ConsumeropinionsonMobileMarketing THE NEW ERA OF PRIVACY AWARENESS MOBILE IS CHANGING FAST WE ASKED 287,000 CONSUMERS Why Should You Care?
- 4. !4 3conclusionsFrom287,000ConsumeropinionsonMobileMarketing How consumers feel about… Their Privacy Since GDPR Sharing Their Data The Ads They’re Shown On Mobile 01 02 03
- 5. 5 How Consumers Feel About Their Privacy Since GDPR… 1.
- 6. Yes. No. I don’t know what GDPR is. 6 3ConclusionsFrom287,000ConsumerOpinionsonMobileMarketing “ “After GDPR came into effect, do you feel that you have a better understanding of how companies use your data? 8% 55% 37%
- 7. GDPR Has Not Been Taken Seriously Enough 7 3ConclusionsFrom287,000ConsumerOpinionsonMobileMarketing Seriously ?
- 8. 8 3ConclusionsFrom287,000ConsumerOpinionsonMobileMarketing Source: Forbes DPO job listings +700% $9bn spent on GDPR preparation in USA & UK*
- 11. 11 Consent Notices Are Failing Consumers 3ConclusionsFrom287,000ConsumerOpinionsonMobileMarketing of consumers do not read consent notices. 78% 52% still do not understand how data is used after reading consent notices. 18 mins Average time it takes to read a privacy policy.
- 12. 12 3ConclusionsFrom287,000ConsumerOpinionsonMobileMarketing Why should marketers care? User trust is a competitive advantage.
- 13. Conclusion #1 Consent Notices Have Not Been Taken Seriously Enough 13 3ConclusionsFrom287,000ConsumerOpinionsonMobileMarketing
- 14. 14 How Consumers Feel About Sharing Their Data… 2.
- 16. 16 3ConclusionsFrom287,000ConsumerOpinionsonMobileMarketing “ “What type of data would you be prepared to share to avoid paying to view content or to use apps? Navigational data (mobile apps and websites I use) My contact details e.g. email address I prefer to pay 71% 58% 13% 29%
- 18. 18 3ConclusionsFrom287,000ConsumerOpinionsonMobileMarketing Conclusion #2 Data is the Currency of Choice on Mobile
- 19. 19 How Consumers Feel About the Ads They’re Shown on Mobile… 3.
- 20. 20 3ConclusionsFrom287,000ConsumerOpinionsonMobileMarketing “ “Targeted marketing messages that are designed to show products or services that appeal to me are...? Useful. Useful, but annoying. Just annoying 10 % 13% 77%
- 21. Source: Mobile Marketing Magazine21 3ConclusionsFrom287,000ConsumerOpinionsonMobileMarketing $165B mobile ad spend in 2019*
- 22. 22 3ConclusionsFrom287,000ConsumerOpinionsonMobileMarketing is dominated by the walled gardens Adspend7,000 marketing technology companies in existence …but…
- 23. 23 3ConclusionsFrom287,000ConsumerOpinionsonMobileMarketing More Data + More Technology User Value
- 24. 24 3ConclusionsFrom287,000ConsumerOpinionsonMobileMarketing So What is? More Data is Not the Answer.
- 26. 26 Conclusion #3 From ‘Data-Driven’ to ‘Choice-First’ 3ConclusionsFrom287,000ConsumerOpinionsonMobileMarketing
- 27. !27 3conclusionsFrom287,000ConsumeropinionsonMobileMarketing Three Conclusions Consent notices have not been taken seriously enough Data is the currency of choice on mobile From ‘Data-Driven’ to ‘Choice-First' 01 02 03
- 28. 28 Thank you.