Placecast/Harris Poll Text Messaging Marketing

8/9/2019 Placecast/Harris Poll Text Messaging Marketing

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1020 Inc., Proprietary and Confidential, 2009

The Alert Shopper II

CONSUMER RECEPTIVITY TO LOCATION-BASED MARKETING

Harris Poll Online Survey

July 2010


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Objectives

Gauge consumers 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 AlertShopper which is focused on understanding consumer attitudes towards mobile

marketing messages. The first survey was fielded in July of 2009.

Follow theAlert Shopperresearch on http://blog.placecast.net/


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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 peoplewho have agreed to participate in Harris Interactive surveys.


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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


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More than ofall adults are interested and most

do not receive these types of promotions

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

98%

28%

8%

Do Not Already Get These Types

Of Alerts (Net)

At Least Somewhat Interested

(Sub-Net)

Extremely/Very Interested

(Sub-Sub-Net)

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: PlacecastThe Alert Shopper IIN=1719


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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 groups

Change from Survey I: 2 point growth in overall interest; 6 point growth among

women 18 - 34

42%

30%

21%17%

44%

29%

16%20%

40%

30%26%

14%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

18-34 35-44 45-54 55+

At least Somewhat Interested

Base: Cell Phone/Smartphone Owners

Total

Men

Women

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


7/16


Grocery coupons have highest interest level

followed by restaurant and entertainment

68%

64%

58%

50%

42%

37%

35%

33%

24%

22%

21%

21%

16%

15%

5%

3%

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

Grocery coupons and promotions

National restaurant chain promotions and offers

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

Fast food menu items and promotions

Electronics product offers and promotions

Coffee and beverage promotions

Travel services, special rates and amenities

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

NoneN=476

Source: Placecast The Alert Shopper IIN=1719


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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.

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%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

What types of products, sales and/or promotions, ifany, would you be interested in receiving alerts about? Please select all

that apply.

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

Male

Female

N=476



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Men are from Mars (if it has sporting goods, alcohol &

electronics) women are from Venus (if it sells shoes & groceries)

24%

6%

8%

3%

37%

7%

14%

1%

1%

4%

8%

5%

7%

14%

1%

1%

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


National restaurant chain promotions and offers (e.g.,

Entertainment products and availability (e.g., movie tickets,




Electronics product offers and promotions (e.g., camera, TV, cell

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

Health-related offers including gym services and/or nutritional

Convenience store products

Home furnishings




Other

None

DIfference in Percent of Men and Women

Base: At Least Somewhat Interested In Receiving Text Alerts

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

Men

Women


10/16


Evenmoremarked difference between what

men 18-34and young women are interested inOver 85% of young women interested in grocery coupons; 75% in

entertainment

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


National restaurant chain promotions and offers (e.g.,

Entertainment products and availability (e.g., movie tickets, concert




Electronics product offers and promotions (e.g., camera, TV, cell

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

Health-related offers including gym services and/or nutritional

Convenience store productsHome furnishings




Other

None

What types of products, sales and/or promotions, ifany, would you be interested in receiving alerts about?

Please select all that apply.

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

Male 18-34

Female 18-34

n=476



11/16


Consumers express great promotional sensitivity: Use of

promotions equally likely online as offline

30%

28%

28%

24%

23%

21%

8%

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

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

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

(More)

N=1719

Source: Placecast The Alert Shopper II;


12/16


Women tended to be more promotionally active than men

in the past year

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

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

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=1719



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Text messagingmost highly valued activity on

phones

40%

25%

14%12%

11%

7% 5%

39%

30%

18%

15%14%

9%

7%

42%

20%

9%10%

9%

5%3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Text message Access the Internet Search for a retail

location

Access local

information/activities

via an application

(''app'')

Access social

networks (e.g.,

Twitter, Facebook,

MySpace)

Make a purchase Location-based social

networking (e.g.,

checking in on

Foursquare)

How important, ifat all, is it for you to be able to do each of the following activities on your cell

phone/Smartphone?

Base: Extremely/Very important

Total

MaleFemale

n=1719



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For those who have signed up for text alerts, the

messages are most likely to impact website and

store visitation

34% 33%

28% 27%

23%

18%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Visit the company's

website for more

information

Visit the store Visit the company's

website to purchase

the product promoted

or a different product

from that company

Purchase the product

promoted in the store

Recommend the store

to others

Purchase another

product from that

store (different from

the product being

promoted)

...you have signed up to receive textalerts from retailers/merchants.How has the information you received

impacted your decision to do each of the following?

(Summary ofmore likely)

Total

N=591

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



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More than 1/3 who have received text alerts think

location based messaging could be usefulMarketers need to pay attention to offer relevance and frequency

37%

35%

29%

27%

24%

24%

24%

21%

13%

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

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

Which of the following, ifany, describe what you think about receiving location-based

(i.e., using your phone's GPS) textmessages containing discounts/coupons/offers


N=591



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Women are slightlymore interested in

location-basedmessages than men

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

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

I would not want to receive them that often (e.g., not more

I think these types of text messages could be more relevant

I think this type of technology could be innovative.

I think it could be cool.

None of these

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

Men Total

Women Total


N=591


Documents

Placecast/Harris Poll Text Messaging Marketing