Some 6 in 10 respondents to a Hipcricket survey say they engage with up to 10 brands a month via their mobile devices, with many having received a text message or mobile alert from a brand during the past 6 months. However, only 45% found the message or alert to be useful, per the study, with the primary complaints being that the messages feel “intrusive or spammy” (52%), that they’re not relevant to their interests (46%) and that they don’t offer any value (33%). These appear to be common complaints not confined to mobile marketing.
Indeed, early this year, a study from Janrain and Blue Research found that almost all respondents claimed to have received information or promotions not relevant to them, including offers that: show the company doesn’t know who they are (71%); contain mixed information across different methods of communication (51%); or include basic errors about the consumers’ identities (41%).
The same study indicated that more than 9 in 10 respondents have developed an unfavorable attitude to the company or taken some kind of action to limit such messaging, including deleting the email and unsubscribing from the messages. And in a new “Science of Email 2014” report [download page] from HubSpot and litmus, 58% of survey respondents reported reacting to an unwanted commercial email by unsubscribing, suggesting that relevant and useful content is a priority.
Returning to the HipCricket survey, the results indicate that motivating consumers to engage with brands on their mobile devices isn’t a pressing issue for marketers, as 6 in 10 respondents reported engaging with up to 10 brands a month across various mobile channels. The most popular of those channels were emails and newsletters, with 81% interacting with brands through them during the past 6 months. Beyond that, respondents also engaged with brands via mobile by liking them on Facebook (47%), opting in to receive text messages (47%), receiving push alerts (19%) and following them on Twitter (12%).
Marketers looking to tease more data out of consumers to better personalize their mobile interactions should look to incentivize them with relevant coupons or offers, per the study, as 41% of respondents said they would share more information with companies via mobile in exchange for those benefits. The most common forms of data respondents are willing to share are location data (20%) and demographic data (19%).
About the Data: The 2014 Hipcricket “Consumer Attitudes on Mobile Marketing” online survey was conducted in April 2014 and targeted 1,202 adults in the U.S. The survey run by a third party was sponsored by Bellevue, Washington-based Hipcricket.
The HubSpot data is based on survey responses about email use and preferences from over 1,000 English-speakers over 21 with an office-type job.