Mobile CRM company Mobilize has published the results from a recent consumer attitude survey. The survey was conducted through SMS service OnePoint, which essentially offers cash rewards sent straight to your mobile. The respondents were offered a OnePoint incentive to complete the survey about mobile coupons and retail offers. Surprise, surprise, those people who completed the survey and got the cash were quite positive about it!
The campaign ran for 10 weeks in Birmingham. OnePoint works by sending an mobile coupon to your phone, which can be redeemed at point-of-purchase at 19,000 retail outlets across the UK. There were a few questions about what kind of product people like to see offers on – people would rather biscuits to energy drinks, it would seem. But the interesting responses for mobile coupons were:
94% of respondents liked having offers sent to their mobile
76% found the offer redemption process via PayPoint terminals easy
100% would like to participate in future reward surveys
From the release:
Stefan Magnusson, Managing Director of Mobilize, says: “These results are very encouraging as they not only show that people are happy to receive and redeem coupons via their phones, but also the very detailed level of information Brand Owners can get directly from consumers in a cost effective way”.
OnePoint Surveys’ Managing Director, Neil Jessop, says: “We know that people like responding to mobile surveys, but the level of insight delivered by this campaign is exceptional. It is very clear that participants like to receive cash at Point of Sale via OnePoint Reward upon completing a mobile survey”.
What we think?
This survey says very little about mobile coupons and an awful lot about giving people free money. Really, this is a survey about surveys. The question is “will you do this survey if I pay you?” and the answer is “yes”.
Ok, maybe that’s a bit dismissive. This survey does go to show that you can get a great response to this kind of mobile campaign if you offer a good incentive for people to get involved. Not only that, it shows how good an incentive a mobile coupon sent at the right time is. Mobile coupons are well and good, but I’m not likely to get excited about a coupon for something I might never want. “Ah,” says OnePoint, “but how about I send you a coupon worth actual money to spend in the shop you’re in right now?” Now there’s something a consumer will get behind.
