August 27, 2010
Location, Permission, and Receptivity
The San Jose Business Journal’s recent “unscientific” study reported that significant number of their readers weren’t receptive to location-based mobile ads when the sharing of their location wasn’t voluntary. About 39% of readers “hate it,” and others prefer to be “off the radar” altogether, voicing concerns about privacy and sharing personal information without their explicit permission.
Exactly. In contrast, consumers who opt-in to services that provide them with valuable offers and information, without broadcasting their location to others, are actually comfortable sharing some of their location information. Data from studies that Placecast has done with consumers in location-based mobile programs with retail brands shows receptivity to sharing location when users have voluntarily given permission and deemed it useful. When users choose to opt-in and agree to share their location, the exchange of value becomes positive—about 80% of users we surveyed responded favorably to using their location to increase relevance for text alert offers and information.
For the full SJ Business Journal article, click here:
Few in poll like location-based mobile ads
