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This survey forms part of a larger body of research work entitled “The Alert
Shopper” which is focused on understanding consumer attitudes towards mobile
marketing messages. The first survey was fielded in July of 2009.
Follow the Alert Shopper research on http://blog.placecast.net/
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
98%
+2 points from
Survey I
Do Not Already Get These Types At Least Somewhat Interested Extremely/Very Interested
n=1710 Of Alerts (Net) (Sub-Net) (Sub-Sub-Net)
Source: Placecast The Alert Shopper IIN=1719
Entertainment products and availability (e.g., movie tickets, concert dates,… 58%
Other 5%
N=476 None 3%
What types of products, sales and/or promotions, if any, would you be interested in receiving alerts about? Please select all
that apply.
(Base: At Least Somewhat Interested In Receiving Text Alerts)
90%
80% Male
80%
70% 67%
61% 62% Female
60% 56% 54% 51% 51% 49%
48%
50%
40%
40% 33% 35% 36%
35%
30%
30% 25%
24% 23% 24%
19% 20% 18% 17% 16%
20% 14% 12% 13%
10% 5%4%
3%4%
0%
N=476
Source: Placecast The Alert Shopper IIN=1719
Women
Men
Electronics product offers and promotions (e.g., camera, TV, cell… 14%
Travel services, special rates and amenities (e.g., hotels, flights,… 1%
Health-related offers including gym services and/or nutritional… 1%
Convenience store products 4%
Home furnishings 8%
Infant and child-related products/services/events 5%
Bar or nightclub offers and promotions 7%
Sporting goods and equipment 14%
Other 1%
Source: Placecast: The Alert Shopper II; n=476 None 1%
N=1719
Source: Placecast The Alert Shopper II ;
© 1020 Inc., Proprietary and Confidential, 2009
Women tended to be more promotionally active than men
in the past year
Have you done each of the following more, less, or about the same amount so far this year as
you did last year?
N=1719
Source: Placecast The Alert Shopper II ;
© 1020 Inc., Proprietary and Confidential, 2009
Text messaging most highly valued activity on
phones
How important, if at all, is it for you to be able to do each of the following activities on your cell
phone/Smartphone?
Base: Extremely/Very important
45%
40% 39%
42% Total
40%
Male
35%
30%
Female
30%
25%
25%
20%
20% 18%
14% 15% 14%
15% 12%
10% 11%
10% 9% 9% 9%
7% 7%
5% 5%
5% 3%
0%
Text message Access the Internet Search for a retail Access local Access social Make a purchase Location-based social
location information/activities networks (e.g., networking (e.g.,
n=1719 via an application Twitter, Facebook, checking in on
(''app'') MySpace) Foursquare)
35%
34% 33% Total
30% 28% 27%
25% 23%
20% 18%
15%
10%
5%
0%
Visit the company's Visit the store Visit the company's Purchase the product Recommend the store Purchase another
website for more website to purchase promoted in the store to others product from that
information the product promoted store (different from
or a different product the product being
from that company promoted)
N=591
Base: Respondents Who Signed Up To Receive Text Alerts From Retailers/Merchants
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
N=591
Base: Respondents Who Signed Up To Receive Text Alerts From Retailers/Merchants
None of these
N=591
Base: Respondents Who Signed Up To Receive Text Alerts From Retailers/Merchants