Mobile Users OK With Being Located

25 Sep 2014 By ContactAbility Team

Mobile marketing can be given a bad wrap at times for being intrusive or stalker-like. We know that ain't the case for most consumers - in fact, new research proves they opt in more than they don't. Opt-in rates of up to 80% are a pretty fine reason indeed to consider going mobile with your marketing strategy.

Mobile Users OK With Being Located

Consumers aren't as reluctant to receive marketing messages on the run as some think, a new study shows.

Analyzing some 4 billion push messages from more than 1,000 apps, Urban Airship found that an average of 62% of consumers agree to share their location with app providers. Mobile users must also opt in to push notifications to receive location-based messages, and more than half of them did, said the study. Surveys, activists, and government officials who warn that location-based marketing campaigns are a form of stalking are off-base, according to a study by mobile marketing provider Urban Airship maintaining that marketers can safely reach half their mobile customers with location- and proximity-triggered messages.

“Our data analysis shows that assumptions around consumers being reluctant to share location are false and massively short-sell mobile,” says Urban Airship CEO Scott Kveton. “Users obviously value the location-based functionality of apps.”

Urban Airship's campaign analysis showed that the location opt-in rate among individual apps in the study ranged from 60 to 80%.

By: Al Urbanski, Senior Editor

Source: Direct Marketing News

First published: 6 June 2014

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Mobile Users OK With Being Located