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Direct Response Marketing

Almost Half of Cell Phone Users Open to Mobile Retail Alerts

28 Oct, 2009 Response This Week

NEW YORK – According to a 1020 Placecast and Harris Interactive survey, Americans are ready and receptive to marketing from brick-and-mortar businesses through mobile opt-in. Of those surveyed, 42 percent of 18-34 year olds with cell phones and 33 percent of 35-44 year olds are at least somewhat interested in receiving alerts about retail sales on their cell phones, reports MediaPost.

Looking closely at the male to female breakdown, 51 percent of men and 34 percent of women, ages 18-34, are interested in receiving these alerts.

It seems marketers and technology have yet to catch up with desire. Consumers are interested in permission-based alerts in the categories of food, entertainment and consumer products. However, only 1 percent of cell phone owners now receive alerts about sales on their phones.

Also of interest are local restaurant specials, according to 53 percent of those surveyed. In addition, two out of five of these adults would like to get alerts for movie or event tickets (43 percent); weather information (39 percent); and clearance or liquidation sales (37 percent). Other alerts of interest to those surveyed included pizza, clothes, fast food, electronics, music and bar and nightclub offers.

“Many American consumers have their mobile devices with them all day long, including when they are shopping … reaching a receptive audience … presents a big opportunity to influence impulse purchases,” says Kathryn Koegel of Primary Impact Research.

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