Privacy is a hot topic these days, and there have been several studies out of late examining the types of data consumers are willing to share with brands. Although a recent survey from TRUSTe found just 1 in 10 smartphone owners in the US willing to share their location information with an application, a new multi-country study [download page] from mBlox and Millward Brown finds that 43% of respondents are willing to share their location information with companies via their mobile device. What would prompt them to do so?
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.
- 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.