Mobile engagement company mBlox, in association with Millward Brown Digital, has released the findings of a July 2013 survey of over 1,500 mobile users, discovering that users now welcome location-based engagement with companies on their mobile devices.
The survey found that over 80 percent of respondents are comfortable sharing their location data with brands in order to receive SMS messages or push notifications about those brands on their devices. At the same time however, many said they would only do so to receive information from well-known or their favorite brands, and only to receive information that they personally opted-in to receive.
The survey found 47 percent of users would share location data with companies in order to receive offers and coupons from that brand, while 36 percent would do so to solve a customer service issue.
In addition, more than half of respondents said they would be willing to send a text message to a company to interact with the brand. For instance, 58 percent said they would text a company to receive more information about a product, while 54 percent would do so to enter a competition.
While many advertisers are now diving into the world of mobile video ads to push user engagement and increase sales, 57 percent of global respondents and 60 percent of US respondents said that SMS or push messages were more likely to persuade them to make a purchase than video ads, banner ads or email marketing messages.
“As the Millward Brown Digital survey shows, the majority of people today find value in targeted, relevant SMS and push messages sent by a company,” said mBlox CEO Tom Cotney in a company statement. “When consumers are telling you they want to, if not expect to, be contacted just by downloading an app, it would be foolish not to take advantage of that. If you’re a marketer, why wouldn’t you engage people via the channel and methods they prefer?”
The survey was conducted across users in the US, the UK, Australia, New Zealand, France, Germany, Spain and Italy. It questioned 1,572 users over the age of 18 who have downloaded apps within the last 12 months.