A new poll by Harris Interactive found a 19% increase in interest by users in getting local mobile offers since 2009, assuming the users has given permission for the offers. Harris Interactive asked, “Assuming you gave permission, how interested would you be in receiving mobile alerts about new products, sales and/or promotions from your favorite merchants, restaurants, or stores on your cell phone/smartphone?”and 45% answered that they were at least ‘somewhat interested’. In 2009 only 26% responded similarly.
When those polled were asked what effect a mobile alert for an offer that they could redeemed nearby would have, over 75% said they find such location-based alerts at least “somewhat useful” and “more relevant” than traditional coupons. Clearly this is one of the areas we are seeing mobile applications mature in as users usage patterns starting to become more defined.
According to Pacific App Design’s Managing Director, Kimber Johnson, “Consumers are looking for offers. Smart organizations are including these offers as part of their mobile offering as these offers are valued by their consumer base and often these offers are the driving force for their consumers to keep regular contact with a brand via mobile application.”
Survey participants in additional questions offered further insight and responded that “offers via mobile were easy to act on” (89 percent), “made them aware of retail locations they had previously not known about” (87 percent), “encouraged them to try out new things” (83 percent) and “promoted spontaneous purchases since they are near the store” (73 percent).
Kathryn Koegel, Chief of Insights at Primary Impact Research, says that this increase “suggests that mobilized consumers are increasingly aware of how easy it is to use mobile phones to save money and time, and have come to value offers that incorporate their location”.
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