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 Okay With Being Located
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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