Harris Interactive, Placecast LBS Marketing Poll

© 1020 Inc., Proprietary and Confidential, 2009

The Alert Shopper IICONSUMER RECEPTIVITY TO LOCATION-BASED MARKETING

Harris Poll Online SurveyJuly 2010


Objectives

Gauge consumer’s preference levels in opt-in mobile marketing from brick-and-mortar businesses

Understand consumer receptivity for services and messaging types including location-based mobile marketing

Uncover interest levels for messaging from different types of establishments

Determine what impact these types of messages might have on purchase behavior across channels

Highlight differences in interest and response across age, gender, income, professional status, presence of children

This survey forms part of a larger body of research work entitled “The Alert Shopper” which is focused on understanding consumer attitudes towards mobile marketing messages. The first survey was fielded in July of 2009.

Follow the Alert Shopper research on http://blog.placecast.net/


Harris Interactive Methodology

This survey was conducted by Harris Interactive on behalf of 1020 Placecast.

All data collection was done online within the United States between May 17 and 19, 2010 among 2046 adults ages 18 and older, of whom 1,719 own a cell phone.

Results were weighted as needed to reflect the composition of the U.S. adult population ages 18+ using targets for region, age within gender, education, household income, and race/ethnicity.

Respondents for this survey were selected from among the Harris Poll Online (HPOL) database, which includes several million people who have agreed to participate in Harris Interactive surveys.


Emerging Insights

Consumers are interested in receiving opt-in marketing messages:

− Interest levels are highest among younger audiences – consistent with first survey

− Men and women now show nearly equal interest – interest among women has risen from survey 1 and in some demo groups exceeds that of men

Groceries, restaurants and entertainment top the list of interested categories for receiving alerts but men and women vary dramatically in the types of alerts they would prefer to receive:

• Women, reflective of their role as primary household shoppers, are both the most promotionally sensitive and most interested in grocery, beauty and apparel marketing alerts

• Men are most interested in electronics and sporting goods

• Interest is similar for categories like restaurants and entertainment

The alerts are most likely to impact web and store visitation among those receiving them, and also impact purchase:

There is strong interest in location-based marketing:

• Location basis considered potentially useful, innovative and more likely to be relevant by significant percentage of respondents


More than ¼ of all adults are interested and most do not receive these types of promotions

Comparison to first survey: 26% at least somewhat, 5% extremely/very

Do Not Already Get These Types Of Alerts (Net)

At Least Somewhat Interested (Sub-Net)

Extremely/Very Interested (Sub-Sub-Net)

98%

28%

8%

Assuming you gave permission, how interested, if at all, would you be in receiving text alerts about new products, sales and/or promotions from your favorite merchants, restaurants, or

stores on your cell phone/Smartphone?

n=1710

+2 points from Survey I

+3 points from Survey I

Source: Placecast The Alert Shopper IIN=1719


42% of consumers 18 – 34 interested in text alerts from marketers; female interest equal to and surpassing male for

some demosConsistent with Survey I: Highest interest among youngest groupsChange from Survey I: 2 point growth in overall interest; 6 point growth among women 18 - 34

18-34 35-44 45-54 55+ 0%5%

10%15%20%25%30%35%40%45%50%

42%

30%

21%17%

44%

29%

16%20%

40%

30%26%

14%

At least Somewhat InterestedBase: Cell Phone/Smartphone Owners

TotalMenWomen

Assuming you gave permission, how interested, if at all, would you be in receiving text alerts about new products, sales and/or promotions from your favorite merchants, restaurants, or stores on your cell phone/Smartphone?

n=1719

+2 points

+6 points


Grocery coupons have highest interest level followed by restaurant and entertainment

Grocery coupons and promotions

National restaurant chain promotions and offers (e.g., coupons/discounts from places such as Applebee's, Olive Garden)

Entertainment products and availability (e.g., movie tickets, concert dates, sporting events)

Fast food menu items and promotions

Electronics product offers and promotions (e.g., camera, TV, cell phone/Smartphone)

Coffee and beverage promotions

Travel services, special rates and amenities (e.g., hotels, flights, vacations)

Beauty and fashion (e.g., shoes and accessories)

Health-related offers including gym services and/or nutritional products

Sporting goods and equipment

Bar or nightclub offers and promotions

Convenience store products

Home furnishings

Infant and child-related products/services/events

Other

None

0% 10% 20% 30% 40% 50% 60% 70% 80%

68%

64%

58%

50%

42%

37%

35%

33%

24%

22%

21%

21%

16%

15%

5%

3%N=476



Strongest interest in groceries, restaurants, and entertainment

Women more interested in grocery, beauty, apparel; men more interested in electronics, sporting goods. Similar interest levels in restaurants.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

56%61%

54%48%

14%

33%

49%

36%

24%19%

12% 13%

24%30%

5% 3%

80%

67%62%

51% 51%

40%35% 35%

25% 23% 20% 18% 17% 16%

4% 4%

What types of products, sales and/or promotions, if any, would you be interested in receiving alerts about? Please se -lect all that apply.

(Base: At Least Somewhat Interested In Receiving Text Alerts)

MaleFemale

N=476



Men are from Mars (if it has sporting goods, alcohol & electronics) women are from Venus (if it sells shoes & groceries)


National restaurant chain promotions and offers (e.g., coupons/discounts from places such as Applebee's, Olive Garden)


Fast food menu items and promotions


Coffee and beverage promotions


Travel services, special rates and amenities (e.g., hotels, flights, vacations)


Convenience store products

Home furnishings

Infant and child-related products/services/events


Sporting goods and equipment

Other

None

40% 30% 20% 10% 0% 10% 20% 30% 40%

24%

6%

8%

3%

37%

7%

14%

1%

1%

4%

8%

5%

7%

14%

1%

1%

DIfference in Percent of Men and WomenBase: At Least Somewhat Interested In Receiving Text Alerts

Source: Placecast: The Alert Shopper II; n=476M

en

Women


Even more marked difference between what men 18-34 and young women are interested in

Over 85% of young women interested in grocery coupons; 75% in entertainment






Home furnishings


Other

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

What types of products, sales and/or promotions, if any, would you be interested in receiving alerts about? Please select all that apply.

(Base: At Least Somewhat Interested In Receiving Text Alerts)

Female 18-34

Male 18-34

n=476



Consumers express great promotional sensitivity: Use of promotions equally likely online as offline

Looked for promotion codes/discounts when shopping online

Clipped and redeemed coupons from an insert in a newspaper

Clipped and redeemed coupons that arrived at my home (via postal mail or fliers)

Redeemed promotional/discount offers received via email from a retailer

Subscribed to receive promotional/discount offers via email from a retailer

Signed up to receive coupons online (i.e., from Groupon, DealOn)

Signed up to receive text alerts from retailers/merchants

0% 5% 10% 15% 20% 25% 30% 35%

30%

28%

28%

24%

23%

21%

8%

Have you done each of the following more, less, or about the same amount so far this year as you did last year?(More)

N=1719

Source: Placecast The Alert Shopper II;


Women tended to be more promotionally active than men in the past year

Looked for promotion codes/discounts when shopping online

Clipped and redeemed coupons from an insert in a newspaper

Clipped and redeemed coupons that arrived at my home (via postal mail or fliers)

Redeemed promotional/discount offers received via email from a retailer

Subscribed to receive promotional/discount offers via email from a retailer

Signed up to receive coupons online (i.e., from Groupon, DealOn)

Signed up to receive text alerts from retailers/merchants

0% 5% 10% 15% 20% 25% 30% 35%

Have you done each of the following more, less, or about the same amount so far this year as you did last year?

Total (More) Women Total Men Total

N=1719Source: Placecast The Alert Shopper II;


Text messaging most highly valued activity on phones

0%

10%

20%

30%

40%40%

25%

14% 12% 11%7% 5%

39%

30%

18%15% 14%

9% 7%

42%

20%

9% 10% 9%5% 3%

How important, if at all, is it for you to be able to do each of the following activities on your cell phone/Smartphone?

Base: Extremely/Very important

TotalMaleFemale

n=1719



For those who have signed up for text alerts, the messages are most likely to impact website and store

visitation

0%

5%

10%

15%

20%

25%

30%

35%

40%

34% 33%

28% 27%

23%

18%

...you have signed up to receive text alerts from retailers/merchants. How has the information you received impacted your decision to do each of the following?

(Summary of more likely)

Total

N=591

Base: Respondents Who Signed Up To Receive Text Alerts From Retailers/Merchants



More than 1/3 who have received text alerts think location based messaging could be useful

Marketers need to pay attention to offer relevance and frequency

I think it could be useful.

My opinion would depend on the offer.

I think it could be interesting.

I do not like the idea of marketing messages being sent to me based on where I am.

I would not want to receive them that often (e.g., not more than once per week).

I think these types of text messages could be more relevant if received on location.

I think this type of technology could be innovative.

I think it could be cool.

None of these

0% 5% 10% 15% 20% 25% 30% 35% 40%

37%

35%

29%

27%

24%

24%

24%

21%

13%

Which of the following, if any, describe what you think about receiving location-based (i.e., using your phone's GPS) text messages containing discounts/coupons/offers


N=591



Women are slightly more interested in location-based messages than men

I think it could be useful.

My opinion would depend on the offer.

I think it could be interesting.

I do not like the idea of marketing messages being sent to me based on where I am.

I would not want to receive them that often (e.g., not more than once per week).

I think these types of text messages could be more relevant if received on location.

I think this type of technology could be innovative.

I think it could be cool.

None of these

0% 5% 10% 15% 20% 25% 30% 35% 40%

Which of the following, if any, describe what you think about receiving location-based (i.e., using your phone's GPS) text messages containing discounts/coupons/offers

Women TotalMen Total


N=591


Date post:	12-Jan-2015
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