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Why consumers want to
opt-in?
September 2011
• State of play
• Opted Out
• Ideas
Agenda
On Device Research
On Device Answers
In The Moment Research
On Device Panels
Case Study – Male 25 to 34 – Becks Beer Encounters
Sunday 1st May, 17:07 With one other person
Encountered Poster Attracted
Wednesday 4tht May, 13:45 + 13:53
On Own Encountered Poster
Attracted
Bank Holiday Monday 2nd May, 21:15
With a group of people Encountered Poster
Like drinking/buying a Becks
Research Methodology
• Partnerships with Publishers
• Incentive Promotions (competitions, earn money, etc.)
• Survey Completed On Device
• Device, OS, browser and operator captured automatically.
SMS Sent
Panel Recruited via: Panel analysed and selected for each project
Survey Completed
Why consumers want to
opt-in?
September 2011
Its Useful! or Entertaining
- 42% have received a useful or
entertaining text message from a
company or organisation
Utilities and functional are providing the best SMS
marketing
• Travel, mobile operators and financial companies providing the most useful
or entertaining SMS messages from companies.
• Consumer data leans towards a lack of creativity in mobile messaging. A
huge opportunity!
23%
19%
16%
11% 9%
7%
4% 4%
0%
5%
10%
15%
20%
25%
Travel (airline, train, etc)
Mobile Operator
Bank or Insurance
Website Dentists or Doctor
Retail shop Newspaper or Magazine
Entertainment / Cinema /
Music
% M
ob
ile M
edia
Use
rs
Which type of company or organisation provided you with that useful or entertaining text message?
Country: UK Date: September 2011
Half of males receive useful or entertaining SMS
messages
• Males and older demographics are the most likely to be receiving messages
which are useful.
• Consumer data leans towards a lack of creativity in mobile messaging. A
huge opportunity!
49%
28%
37% 41%
48%
0%
10%
20%
30%
40%
50%
60%
Male Female Under 25 25 to 34 Over 35
% M
ob
ile M
edia
Use
rs
Have Received a Useful or Entertaining Text From a Company - By Demographics
Country: UK Date: September 2011
78% have received text
spam - And 60% of these respondents
were annoyed and now think negatively about that company.
Country: UK Date: September 2011 Base: n = 2299
38% of respondents don’t know how to opted out
of receiving text marketing
63%
38%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
% M
ob
ile M
edia
Use
rs
Do you know how to Opt out?
• Yet 83% know its possible to opt out.
• Females are also 15% more likely to be annoyed by text spam.
• There is a really issue for permission based marketing for females.
Country: UK Date: September 2011
86
128
60
70
80
90
100
110
120
130
140
Male Female
Ind
ex
Don't Know How to Opt Out
Be creative, opted out window?
• Communicate with consumers on their terms.
• Early adopters are 10% more likely to want an opt out window
61%
39%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
% M
ob
ile M
edia
Use
rs
Would you like the option of a having a window when companies can send you messages?
Country: UK Date: September 2011
SMS message
Opt-in
Completed Project
100%
25%
100%
Example mobile diary – On Device Research
Free Report – Mobile Advertising and TV
• Read it on: ondeviceresearch.com/blog
0%
5%
10%
15%
20%
25%
30%
Early Morning Morning Midday Afternoon Evening Late Evening
% o
f In
tera
ctio
ns
Time of Day Mobile Media Interactions - Weekday
Mobile Media Usage MM In Conjunction with TV
63%
Alistair Hill
On Device Research
+44 (0) 7931 518 232
Thank You
Alistair Hill
On Device Research
+44 (0) 7931 518 232
Thank You
Alistair Hill
On Device Research
+44 (0) 7931 518 232
Thank You
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