What Would Prompt Mobile Users to Share Their Personal Info With a Brand?

by MarketingCharts staff

Asked why they would ever share their location (or other personal information) with a company using their mobile device:

  • 47% indicated they would do so to receive relevant offers or discount coupons;
  • 45% would to receive information or alerts that they have requested;
  • 36% would to resolve customer service issues;
  • 24% would to check-in or post on social networking sites; and
  • 6% would for another reason.

Slightly less than 1 in 5 said there would be no good reasons for sharing their information.

Interestingly, the survey – which was fielded among mobile users who had downloaded an app during the past 12 months – finds that 8 in 10 respondents feel that the act of downloading a company’s app to their mobile device also meant that they would be open to receiving location-based text or push notifications from the same company.

Other Findings:

  • Roughly 3 in 4 respondents said they had received a text or push message from a company, with 68% of those finding it valuable.
  • After reading an SMS or push message, 22% of respondents said they redeemed a deal made available through the message, 14% shared the message with friends and family, and 13% made a purchase.
  • 9 in 10 respondents believe that they should have the option to opt-in before being contacted by a company.
  • SMS/text messages offering coupons or deals for a brand based on location (23%) was the preferred type of marketing message on a mobile device for respondents, followed by SMS/text messages offering coupons or deals for a brand (20%) and push notifications with updates, coupons, or deals relevant to the app (16%). 1 in 5 did not want to receive any types of marketing messages.
  • 57% believe that SMS/push notifications would persuade them to make a purchase, with the majority of those interested in offers from known or favorite brands.
  • Of the various options presented, TV commercials (81%) emerged as the marketing messages respondents would be most likely to engage with. SMS/text messages offering coupons or deals for a brand (76%) were next.

About the Data: Millward Brown Digital surveyed a collective 1,572 mobile users over the age of 18 who had downloaded an app in the past 12 months in the following countries: the United States, the United Kingdom, Australia, New Zealand, France, Germany, Spain, and Italy. The research was fielded between July 16, 2013 and July 24, 2013.