UK consumers are open to receiving personalised marketing messages on their smartphones, new research has revealed. In a study conducted by eDigitalResearch, 45 percent of UK smartphone users would be 'very willing' or 'somewhat willing' for retailers to send brand or shopping messages to their phones.
Retailers send location-based messages via apps
Following the introduction of Apple’s Bluetooth-based iBeacon technology late last year, beacons open up the potential for retailers to send location-based content to smartphone owners via apps as they pass a store.
Shoppers would most like to receive special offers and promotions, as well as discount codes, straight to their mobile, although a handful would also be happy to be sent store or product information, eDigitalResearch said.