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A new Harris Interactive survey in the US reports that 27% of surveyed consumers stated that their decision to purchase a product was influenced by either text or smart phone application based messaging. In addition, one third said that these alerts affected their decision to visit a store. The research, during May 2010, surveyed over 2000 consumers of 18 years of age and older that had previously opted-in for receiving mobile messaging alerts. It suggests that the youngest audience, between the ages of 18 and 34, were most interested in receiving this style of communication with women being more interested in the 45 to 54 age segment.
In terms of particular shopping categories, groceries were most popular with 68%, restaurants with 64% and fast food 50%. Women showed more interest in promotions for groceries and apparel, while men were more interested in offers on electronics and sporting goods. The effectiveness of text in particular to influence consumer behaviour is also supported in a recent campaign undertaken by Mobilize for the UK's biggest online seller of clearance grocery, Approved Food & Drink Ltd. A simple SMS call to action tied to an online offer proved very effective when sent to 6000 opted-in customers. Within the first 3 hours after the texts were sent, there was a fivefold increase in the volume of orders received, compared with the previous day. “This latest Harris survey adds to the growing weight of evidence that demonstrates the ability of targeted mobile marketing to positively influence consumer preference.” Commented Stefan Magnusson, CEO of Mobilize, “It also outlines the importance and effectiveness of running opt-in programmes that respect the consumers’ preference for these services.”
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