36% of the UK smartphone users are open to being contacted for promotions via their smartphone. These are the results of a new InSites Consulting survey in the UK, the US, Belgium and the Netherlands on the usage of smartphones and the motivesfor the usage.
Smartphone users are open to marketing messages on 2 conditions: familiarity and value perception. The acceptance of being contacted on the smartphone for promotions (= value) is at 36%. A contact via smartphone by a shop where one regularly shops (= familiarity) can count on 36% openness; location-based marketing gets 32% of openness.
Elias Veris, Mobile expert at InSites Consulting: “Smartphone users do not want to be bothered for irrelevant messages. A marketing message can be relevant if there is a direct value attached to it, such as a promotion, or if the marketing comes from a shop they are at or that they regularly shop from“.
Elias Veris, Mobile expert at InSites Consulting: “Many brand applications or mobile marketing realisations today offer too little value; they are not based on these 3 key dimensions that one uses a smartphone for“.
Apps for social media are used the most frequently
The main downloaded apps categories are social media apps and apps for information. 77% of the smartphone users in the UK use social media apps at least weekly; 42% do so even daily, up to several times a day. Apps for information consumption are used on a weekly basis by 65% of the users.
60% of the UK smartphone users indicate that a brand application should mainly help them to do something better. Furthermore the application should be closely linked to the brand and should have an information value