72% of US consumers prefer to receive promotional offers that reflect their likes and dislikes, a proportion that rises to 75% among UK consumers, according to [download page] a survey released in January 2012 by the UK Direct Marketing Association (DMA), sponsored by Velti. German (46%) and French (50%) consumers are less drawn to preference-driven offers, although these offers still rank as their first choice. Surprise offers from companies are most popular in Germany (32%), with France (28%) closely following, although they are preferred by only 24% of US consumers and 20% of UK consumers.
According to a December 2011 report from RSR Research, the vast majority of global retailers say that customer-centric marketing opportunities such as better targeting through more detailed customer preferences (97%) and delivering real-time personalized offers to consumers (97%) are either highly valuable or somewhat valuable to them.
Data from the DMA UK’s “Promoting to the Mobile Consumer Report” indicates that money-off is considered the best discount by American consumers, voted by 63% of respondents, just edging 2-for-1 (62%) in popularity. By contrast, 2-for-1 offers take the lead over money-off discounts among consumers in the UK (65% vs. 64%), Germany (61% vs. 43%), and France (54% vs. 40%).
Americans (51%) prove most receptive to percentage-off discounts, with only UK consumers (40%) also reporting a significant degree of favorability.
Across the four countries studied, the vast majority of consumers share the offers they receive with friends and family, led by those in the US (81%). When offered a benefit, US and UK consumers, in particular, become even more willing to act: in the US, 89% would pass on offers if incentivized, while in the UK, 88% would do so, representing a 22% jump from the 72% who report currently passing them on to friends and family.
Email remains the dominant method for opt-out, cited by roughly 8 in 10 consumers in each country. Sending a text to opt-out lags far behind, highest in France (28%) and lowest in the US (18%). Voice-based opt-out enjoys considerable usage, ranging from 9% in Germany to 18% in the US, while about 1 in 7 across all countries like using customer services.
75% of Americans prefer to redeem offers by printing the vouchers, closely followed by the proportion of UK consumers (71%), but far more so than their German or French counterparts (49% each). In fact, in Germany, offers that can be used online (56%) have overtaken offline print vouchers in preference.
Although it falls behind print vouchers and online shopping, mobile-only redemption is seeing steady adoption, led by France, where one-quarter of consumers prefer this method. Adoption is also relatively high in Germany (18%), the US (17%), and the UK (16%).
About the Data: The DMA UK survey was launched online between September 1-7, 2011, and was conducted using an online tool, “Toluna QuickSurveys,” which surveyed 1100 individuals each from the UK, US, France and Germany aged 18 and older.
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