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After publishing my article, Driving Leads Through Mobile Technology, I was asked the same question multiple times, “What industries are most successful in using mobile technology for marketing purposes?” Here is a survey from 1020 Placement and Harris Interactive that reveals which industries consumers want to hear from most via text messaging.
The survey of 2,029 adults, ages 18 and older, measured cell phone owner preference levels and receptivity for opt-in mobile marketing messages from brick-and-mortar businesses.
The results found that 42% of 18 to 34 year old cell phone owners and 33% of 35 to 44 year olds are at least somewhat interested in receiving alerts about sales on their cell phones from their favorite establishments. Men are more interested than women; 51% of men ages 18 to 34, and 34% of women of the same age range who own cell phones, are at least somewhat interested in receiving opt-in shopping alerts on their cell phones.
Food, entertainment and consumer products top the list of categories
Only 1% cell phone owners currently receive alerts about sales at their favorite establishments on their phones, yet 26% would be at least somewhat interested in receiving such alerts, assuming they were permission-based.
Of those interested in receiving alerts, 53% would be at least somewhat interested in being notified about restaurant specials around them.
About 2-in-5 of these adults would like to receive alerts about sales for:
Movie/event tickets (43%)
Weather information (39%)
Clearance or liquidation sales (37%)
About another 3-in-10 of these adults would want to be alerted about:
Pizza (31%)
Clothes (30%)
Fast food (27%)
About one quarter would want to be notified about:
Electronics (25%)
Music (24%)
Happy hour specials or bar and night club offers (21%).
Impulse Shopping among cell phone owners:
The survey found that marketers have a substantial opportunity to influence impulse purchasers. In fact, about 9-in-10 U.S. adults have made an impulse purchase when they were out shopping in a store based on a sale or special going on around where they were. Nearly a quarter of adults owning cell phones (22%) make this type of impulse purchase at least once per week or more often. Among women with cell phones ages 18 to 44, 27% report making at least one impulse purchase a week; among men 18 – 34, this number rises to 31%.
October 22nd, 2009 at 8:34 am
I was involved in a test of a direct to cell & email “on demand” marketing campaign two years ago. Although “cell coupons” are fairly common now, they weren’t then. It was, obviously, an opt-in system and users had choice of notification via email, cell or both.
Because of the demo most likely to participate (skewing younger, duh) to top categories were food and entertainment, just like the study you site.
It was the average response rate that blew us away: 87%!
From the business owner’s perspective, imagine a half full restaurant as lunch hour ticks towards high noon or low ticket sales six hours before show time. You can promote your “excess inventory” to a customer base is waiting for a deal from you. Powerful.
October 22nd, 2009 at 10:13 am
Hmmm…more people with not enough to do with time to read texts designed to sell them something they don’t need. Those who opt in for this type of “service” make me think of kids who simply want to seem important enough to be receiving texts…doesn’t really matter who they’re from…
As for me, I’ve got enough info streaming in already…this would be like receiving those annoying marketing calls that have finally stopped! Enough Already!