October 20, 2009, 12:00 AM

Many consumers would welcome mobile alerts of nearby deals, survey says

Only 1% of consumers say they receive mobile phone alerts about specials at nearby stores and restaurants, but 27% say they would be happy to get such messages, as long as they come from merchants they’ve given permission to send offers, says a new poll.

Katie Evans

Managing Editor, International Research

Many consumers would be happy to see messages on their mobile phones alerting them to deals at nearby stores, restaurants and movie theaters, according to a survey sponsored by 1020 Inc., whose Placecast Media service is designed to deliver mobile marketing messages that drive consumers into bricks-and-mortar establishments.

The survey found:

  • Only 1% of consumers say they now receive alerts on their mobile phones of sales or other offers at nearby stores and restaurants, but 27% say they would be happy to get such messages, as long as they come from merchants they’ve given permission to send offers.
  • Most receptive are consumers ages 18 to 34: 42% of respondents in that category say they would welcome marketing messages from favorite merchants. 51% of men and 34% of women in that age group shared that view.
  • Among mobile phone owners in households with children, 37% would like to receive opt-in alerts on their phones, and that rises to 44% in households with children under six.
  • Among those interested in alerts, 53% said they would like to get them from restaurants. About two in five said they would welcome permission-based marketing messages related to movies or event tickets (43%) or clearance or liquidation sales (37%); about three in 10 said yes to offers about pizza (31%), clothes (30%) or fast food (27%); and one-quarter wanted to be notified about deals relating to electronics (25%), music (24%) and bar or night club offers (21%).
  • 22% of mobile phone owners say they make an impulse purchase at least once a week based on a sale or special going on around where they are, suggesting location-based offers might boost sales.

Harris Interactive conducted the survey online July 20-22 among 2,029 U.S. adults, of whom 1,725 owned mobile phones.

 

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