Survey: Parents W/ Children More “Promotionally Active,” Better For Mobile Ads

Harris Interactive has come out with another survey done in collaboration with 1020 Placecast, a geo-based mobile advertising provider.  The survey looked into consumer “receptivity to opt-in mobile marketing and the potential impact for retailers.” According to the survey, those with children under 6-years old were the most receptive to location-based mobile advertising, with 35% …   Read More

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Survey: Parents With Children More "Promotionally Active," Better Target For Mobile AdsHarris Interactive has come out with another survey done in collaboration with 1020 Placecast, a geo-based mobile advertising provider.  The survey looked into consumer “receptivity to opt-in mobile marketing and the potential impact for retailers.”

According to the survey, those with children under 6-years old were the most receptive to location-based mobile advertising, with 35% in favor of opt-in alerts that arrived via their mobile phone.  In addition, those interested in opt-in alerts about new products, sales or promotions from their favorite merchants, stores or restaurants also included parents with slightly older children, those aged 6-12.  In that group, 32% showed interest in this type of mobile marketing.

Not surprisingly, the survey also found that those with young children are the most active online (and mobile) coupon users, with 36% showing interest.  That’s double the interest of those without children (18%).  Twenty eight percent of women between 35 and 54 stated interest in mobile marketing initiatives, compared with only 22% of men, the survey also found.

On the LBS front, the survey found that only 7% of men and 3% of women showed interest in receiving location-based marketing messages from services like Foursquare and Gowalla, calling the concept “hype” – for now at least.  It’s interesting to see these results given that Placecast helped commission the survey.  Placecast has a vested interest in location-based mobile marketing but not in a way that Foursquare and Gowalla do, so this so-called “low interest” in check-in solutions is advantageous to Placecast.  Either way, the results are interesting.  You can view the whole survey and its results here.

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2 comments

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    Parent's with young children are an excellent marketing for mobile marketing via coupons, promotions and alerts. It may be, perhaps, that people are still not comfortable with location based marketing as it can be seen as invasive and often misunderstand as to how it works. It may be best at the current time to stick to regular SMS marketing that does not include location based data. The results of this study do show some great promise of mobile marketing making major impacts on retailing events such as holiday shopping this year. On with the coupons! http://www.textripple.com

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