harris iii privacy charts _final 7.17.12

7/31/2019 Harris III Privacy Charts _final 7.17.12

1/7

Placecast, Proprietary and Confidential, 2012

Source: Placecast The Alert Shopper III

A Harris Poll about Consumers and Mobile MarketingJuly 2012

The Alert Shopper III:Privacy Implications


2/7



81%

66%

41% 38% 36% 35% 33%

0%10%20%30%40%50%60%70%80%90%

Grocery stores using

purchase information togive you coupons

tailored to what you

often buy

Amazon's use of data on

what you havepurchased to promote

relevant items to you

Google's use of what you

searched for online totarget ads to you

Merchants, with your

permission, usinglocation information

from your phone to send

you local offers

Credit card company's

use of what you havebought to send you

specific offers by postal

or email

Your cell phone service

provider using locationinformation from your

phone, with your

permission, to send you

local offers

Facebook's use of the

profile information youentered and your posts

to target ads to you

Q: How comfortable are you, if at all, about your privacy and the use of this data?

Summary of Very/Somewhat Comfortable

Base: Respondents Aware of the Use of Data

Marketers like to be able to use data about you, what you have purchased, and where you

are, to send you relevant offers - either via postal service, online or to your phone.

n=2,244

Consumers most comfortable with use of grocery

purchase data; least comfortable with Facebook

Amazon, a company just over a decade old, has earned consumer trust by delivering

useful relevance through data, while Facebook use of data is least accepted


3/7


4/7



37%

41%

38%

47%

49%

74%

84%

30%

30%

35%

32%

37%

61%

79%

33%

35%

36%

38%

41%

66%

81%

0% 20% 40% 60% 80% 100%

Facebook's use of the profile information you entered and your posts to

target ads to you

Your cell phone service provider using location information from your

phone, with your permission, to send you local offers

Credit card company's use of what you have bought to send you specific

offers by postal or email

Merchants, with your permission, using location information from your

phone to send you local offers

Google's use of what you searched for online to target ads to you

Amazon's use of data on what you have purchased to promote relevant

items to you

Grocery stores using purchase information to give you coupons tailored to

what you often buy

Q: Marketers like to be able to use data about you, what you have purchased, and

where you are, to send you relevant offers - either via postal service, online or toyour phone.

How comfortable are you, if at all, about your privacy and the use of this data?

Total Standard Cell Phone Owners Smartphone Ownersn=2,244

Smartphone owners are more comfortable than standard cell phone owners with

location info being used by merchants or cell providersNearly half of smartphone owners are ok with local offers from merchants; 41% are ok with cell phone

providers sending local offers provided permission is given


5/7



36%

42% 43%

32%29%

34%

52%

34%36%

17%

0%

10%

20%

30%

40%

50%

60%

Total 18-34 35-44 45-54 55+

How comfortable are you, if at all, about your privacy and the use of this

data?

Your cell phone service provider using location information from your phone,

with your permission, to send you local offers

Very/Somewhat Comfortable

Base: Respondents Aware of

Men WomenMarketers like to be able to use data about you, what youhave purchased, and where you are, to send you relevant

offers - either via postal service, online or to your phone.

n=2,244

Women 18 34 most accepting of cell phone providers

using location for transmission of local offers


6/7



33%

46%

40%

26%

20%

33%

52%

38%

28%

18%

0%

10%

20%

30%

40%

50%

60%

Total 18-34 35-44 45-54 55+

How comfortable are you, if at all, about your privacy and the use of this

data?

Facebook's use of the profile information you entered and your posts to

target ads to you

Very/Somewhat Comfortable

Base: Respondents Aware of the Use of Data

Men WomenMarketers like to be able to use data about you, what you

have purchased, and where you are, to send you relevant

offers - either via postal service, online or to your phone.

n=2,244

Women 18-34 most comfortable with Facebooks use

of data; Young women tend to be heaviest users


7/7



Smartphone owners more likely to value relevance of

location-based text; only do not like location use

8%

25%

31%

23%

30%

34%

32%

42%

47%

23%

22%

19%

27%

20%

20%

21%

33%

32%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

None of these

I would not want to receive them that often (e.g., not more than

once per week).

I think it could be cool.

I do not like the idea of marketing messages being sent to me based

on where I am.

I think these types of text messages could be more relevant if

received on location.

I think this type of technology could be innovative.

I think it could be interesting.

I think it could be useful.

My opinion would depend on the offer.

Standard Cell Phone Owners Smartphone Owners

Q: Which of the followingdescribe what you think about receiving location-based text messages

containing discounts/coupons/offers assuming you gave permission? Please select all that apply.

Base: Respondents Who Signed Up To Receive Text Alerts From Retailers/Merchants

n=752

harris iii privacy charts _final 7.17.12

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