79% of U.S. adults with smartphones and/or tablets enable mobile apps to use their location, according to the 2014 Mobile Behavior Report from software company Salesforce. 65% downloaded a business-specific mobile app (as opposed to a gaming app or a utility app), the report finds.
What’s more, 63% of U.S. consumers find it “cool,” not “creepy,” when location-based services identify relevant items and stores when conducting searches for same, according to the 2015 Creepy or Cool study by omnichannel personalization company RichRelevance.
The fact is, consumers are aching for location-based marketing. They’re seeing wild TV commercials showing the latest mobile wonders, they’re being spoon fed joyful notions of the wonders of mobile technology by device makers and app developers, and they’ve watched enough sci-fi on TV and the big screen to know what technology was supposed to have already enabled by the year 2015.
The problem? Too few retailers are making the magical mobile milieu come alive for consumers. Yet the two data sets above show very clearly: Consumers want to be on the receiving end of location-based marketing. Period. So what gives?