Mobile marketing solutions provider Vibes is shedding light on consumer perceptions and opinions about mobile marketing and advertising programs.
According to the 2016 Mobile Consumer Report, coupons and loyalty are the primary reasons consumers engage with brands via mobile. The data shows that 32 percent of smartphone users currently leverage a mobile wallet like Apple Wallet or Android Pay, and 94 percent of mobile wallet users are likely to save personalized mobile wallet offers and coupons to their devices.
Additional data shows that 82 percent of smartphone users report that digital coupons are convenient when compared to printing out coupons and bringing them to the store. Plus, 59 percent of consumers say that their opinion of a retailer would become more positive if they started to receive coupons and offers that could be saved on their smartphones, while 66 percent say they would have a more positive opinion of a loyalty program that allowed them to store and access their information in a mobile wallet app.
"The popularity of coupons and loyalty programs remains very strong, but the most effective delivery mechanisms for these marketing tactics has changed with the growth in mobile," said Jack Philbin, co-founder and CEO of Vibes. "This consumer data highlights the tremendous opportunity for marketers to immediately start delivering their branded content into Apple Wallet and Android Pay. It's a win-win. Not only do consumers enjoy the convenience these mobile wallets provide, but the ability to personalize and update coupons and loyalty programs helps marketers increase their programs' effectiveness as well."
Other noteworthy findings from the survey reveal that after clicking on a mobile ad, 49 percent of respondents prefer to be directed to a mobile coupon page, while 26 percent prefer a mobile commerce page and 25 percent prefer an app download page. What's more, 59 percent of respondents would like to receive text alerts with updates on their orders from retailers and brands, and 77 percent say that receiving surprise points or rewards, exclusive content and special birthday or anniversary mobile messages would have a positive impact on their brand loyalty.
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