Consumer Behaviour Going Mobile As Aussies Follow Deals
As convenience and immediacy become the mantra for today’s smartphone and tablet clad consumer, receiving timely offers while shopping without the need to search for good deals is being seen as an added bonus by taking the hard work out of bargain hunting, according to the survey compiled by Galaxy Research.
Routine purchases such as petrol discounts, meal and restaurant vouchers and groceries and fast food all appealed to the survey respondents as they looked for new methods in which to save money.
Kirk Mitchell, vice president of Oceania Sales at NAVTEQ, said: “Tech savvy Australian consumers are pre-disposed to finding the best deals and location-based advertising offers them just that. The NAVTEQ survey shows that Australian’s are open to receiving location-based discounts and promotions in the form of display advertising on the phone, as long as they offer real and immediate value. Weekly petrol and grocery promotions could add up to a substantial amount of money saved over time for the average family.”
51 percent of those surveyed said they found petrol discounts delivered to their smartphone useful.
The survey also showed GPS usage on a smart phone is on the rise with as many as 70 percent of those with GPS capabilities using it two to three times per month or more. GPS was mostly used for directions when driving or walking, followed by showing their location on the map, and to identify the whereabouts of shops, restaurants or a friend’s location.
The survey also assessed the appeal of an opt-in function, allowing a consumer to decide if and when they would want to receive ads to their phone sent by SMS. Results revealed that three quarters (75 percent) of mobile phone users were willing to use the function that enables geo-targeted offers, with one in three (34 percent) said they would permanently leave the application switched on. A further 41 percent would opt-in when shopping.
Younger shoppers are more likely to use location based ads, with 83 percent of those aged 18-34 indicated that they would use the function, with 49 percent switching it on when shopping.