Swirl today released an in-store mobile marketing study finding that 77 percent of consumers would be willing to share their smartphone location data as long as they received enough value in return. The study also revealed that consumers are much more likely to entrust their location information to their favorite retailers (65 percent) than to shopping/deals apps, Google or Facebook. By comparison, 45 percent would trust a shopping/deals app, 42 percent would trust Google and 37 percent would trust a social app like Facebook.
According to the study, 80 percent of shoppers would use retailer apps more often while shopping in a store if those apps delivered sales and promotion alerts. 62 percent said they would increase their use of use retailer mobile apps in the store if the apps provided content that was more relevant to their interests and location. When shopping in-store, almost twice as many shoppers prefer to learn about products and promotions from their smartphone than from a store sales associate (65 percent versus 38 percent).
“Our research shows that consumers are eager to receive relevant content and offers on their smartphones while shopping in-stores and they are willing to disclose their location in return,” said Hilmi Ozguc, founder and CEO of Swirl.
Swirl commissioned independent research firm ResearchNow to study the mobile and shopping preferences of 1,000 consumers in November 2013. The margin of error for this study is +/- 3 percent. View the complete infographic below.