placecast/harris poll text messaging marketing
TRANSCRIPT
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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
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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
Source: Placecast The Alert Shopper IIN=1719
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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%
Grocery coupons and promotions
National restaurant chain promotions and offers (e.g.,
Entertainment products and availability (e.g., movie tickets,
Fast food menu items and promotions
Beauty and fashion (e.g., shoes and accessories)
Coffee and beverage promotions
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
Infant and child-related products/services/events
Bar or nightclub offers and promotions
Sporting goods and equipment
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
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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%
Grocery coupons and promotions
National restaurant chain promotions and offers (e.g.,
Entertainment products and availability (e.g., movie tickets, concert
Fast food menu items and promotions
Beauty and fashion (e.g., shoes and accessories)
Coffee and beverage promotions
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
Infant and child-related products/services/events
Bar or nightclub offers and promotions
Sporting goods and equipment
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
Source: Placecast The Alert Shopper IIN=1719
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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;
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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
Source: Placecast The Alert Shopper II;
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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
Source: Placecast The Alert Shopper II;
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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
Source: Placecast The Alert Shopper II;
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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
Base: Respondents Who Signed Up To Receive Text Alerts From Retailers/Merchants
N=591
Source: Placecast The Alert Shopper II;
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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
Base: Respondents Who Signed Up To Receive Text Alerts From Retailers/Merchants
N=591
Source: Placecast The Alert Shopper II;