UK Mobile Users Will Opt In to Notifications, but Don't Push Their Buttons - eMarketer

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UK Mobile Users Will Opt In to Notifications, but Don't Push Their Buttons

Seven in 10 internet users have enabled mobile push messages

August 7, 2014

The majority of UK mobile users have grown comfortable with marketing messages popping up on their screens. According to data released in July 2014 by Direct Marketing Association UK, 69% of UK adult internet users polled in March 2014 had enabled app push notifications.

Leading Types of Mobile Marketing Messages for Which UK Internet Users Enable Push Notifications, March 2014 (% of respondents)

Respondents were most likely to opt in to mobile marketing push messages in order to receive offers and promotions, cited by 34%. Meanwhile, around one-quarter said they would enable notifications to get information about products and launches, and the same percentage of respondents were interested in location-based offers.

However, mobile marketers be warned: There’s a fine line between using push messages to reach consumers and annoying them. Fully 78% of respondents said they would disable or uninstall an app if they were unhappy with the notifications they received.

Keeping this in mind is especially important when one considers the results from a February 2014 study by fast.MAP for Tangible and Opt-4, which found that UK internet users were far more likely to opt out of marketing communications such as emails and other messages than opt in to them. Over half (51%) of respondents said they would tick a box to opt out of offers and promotions, compared with 29% who would tick a box to opt in.

The opportunity to reach UK mobile users via push notifications is large, as app user totals in the country are high. According to YouGov polling in December 2013, 59% of adult internet users in the country had downloaded an app.

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