Consumers Wary of Mobile Location Marketing

Mobile has generated buzz lately as a rapidly growing tool for holiday shopping. But an annual survey by marketing services provider Epsilon suggests most people still aren’t crazy about getting messages on their mobile devices. The company’s “Channel Preference 2012” report found, for instance, that 80 percent of U.S. consumers surveyed are not yet interested in receiving location-based mobile offers during or after a visit to a brick-and-mortar store. Mobile users, however, were more likely to be open to receiving messages via digital means than non-users. Consumers overall continue to favor direct mail over email and company Web sites

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