New report on mobile consumer trends and behaviour shows consumers actively seeking out mobile-based campaigns and promotional offers of direct or immediate benefit to them
Consumers will actively seek out certain types of mobile-based campaigns and promotional offers if they directly or immediately benefit them, a new report claims.
The 2016 Mobile Consumer Study, produced by mobile marketing technology vendor, Vibes, is awash with statistics demonstrating the importance of targeted mobile interactions and offers for consumers today, not just for ad hoc campaigns, but also in customer engagement and loyalty programs.
For example, the report found 77 per cent of smartphone users said mobile offers, such as surprise points or rewards, exclusive content and special birthday messaging, have a positive or very positive impact on their brand loyalty. In contrast, just 3 per cent claimed these offers would negatively impact their loyalty to a brand.
In addition, 82 per cent reported digital coupons as a convenient option compared to printed coupons, and 59 per cent said their opinion of a retailer would be more positive if they started to receive coupons and offers that could be saved on their smartphones.
The mobile trend is impacting customer loyalty program sentiment, too. Two-thirds of respondents said they would have a more positive opinion of a loyalty program if they could store and access information on their smartphone in a mobile wallet app.
When it comes to mobile advertising, 60 per cent of smartphone users are likely to save a coupon or offer from a mobile banner ad, and 48 per cent are likely to download an app. Mobile coupons and offers are again the most likely content consumers will click on from a banner, followed by an app download page and informational mobile Web page.
Image from cmo.com.au