According to a study done by eDigitalResearch, 45% of smartphone owners would be ‘very willing’ or ‘somewhat willing’ for retailers to send messages to their smartphone. Even more powerfully, "78% of those that would be happy to receive messages would be ‘extremely willing’ or ‘somewhat willing’ for retailers to use this data if it meant more personalised messages for them."
To do so, apps today are using GPS and iBeacons to send messages at events, retail shopping experiences, and a range of other applications. Fosbury believes this is a clear indication of increased awareness and acceptance for engaging mobile shopping experiences. Major players began implementing mobile notifications and Apple passbook for years now, with Target releasing mobile coupons back in September 2012 but public awareness was low. Now with iOS6 & iOS7 adoption at 98% (which both include Passbook preinstalled) accessibility and awareness are at an all time high.
There is major room for growth in the difference between consumers survey results and actual application, but it is clear that the mobile industry is rapidly becoming more commonplace.
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