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.

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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