Mobile Users OK With Being Located

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Consumers aren't as reluctant to receive marketing messages on the run as some think, a new study shows.

Mobile users may actually be happy to hear from you.
Mobile users may actually be happy to hear from you.

Surveys, activists, and government officials who warn that location-based marketing campaigns are a form of stalking are off-base, according to a study by mobile marketing provider Urban Airship maintaining that marketers can safely reach half their mobile customers with location- and proximity-triggered messages.

Analyzing some 4 billion push messages from more than 1,000 apps, Urban Airship found that an average of 62% of consumers agree to share their location with app providers. Mobile users must also opt in to push notifications to receive location-based messages, and more than half of them did, said the study.

“Our data analysis shows that assumptions around consumers being reluctant to share location are false and massively short-sell mobile,” says Urban Airship CEO Scott Kveton. “Users obviously value the location-based functionality of apps.”

Urban Airship's campaign analysis showed that the location opt-in rate among individual apps in the study ranged from 60 to 80%.

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