Over three-quarters of consumers (77%) do not want to be tracked in retail stores via their cellphones without explicit consent, according to a recent report from OpinionLab.
Moreover, most (88%) of those who disapprove of automatic tracking still object even if the data is used by retailers to improve the customer experience, and 44% say an opt-out (vs. opt-in) approach would make them less likely to shop with a brand.
Most shoppers (64%) say in-store mobile tracking should be opt-in, though 24% say retailers should not be doing tracking at all.
Below, additional key findings from the report, which was based on data from a survey of 1,042 consumers.
Barriers to Tracking
- 69% of respondents say one of their biggest concerns with in-store mobile tracking is that they do not trust retailers with their data.
- 67% say it "feels like spying" if done without their explicit consent.
- 61% say retailers will use the data for their own benefit rather than for the benefit of shoppers.
Trust
- Consumers are most likely to trust local stores with mobile shopper tracking data, though the number who do so is still very low (15%).
- Consumers are also twice likely to trust upscale brands (10%) with data vs. mass-market retailers (4%).
Motivators
- 61% of respondents say price discounts would motivate them to opt in to a mobile tracking program.
- 53% say free products would motivate them.
For more findings from the survey, check out the infographic:
About the research: The report was based on data from a survey of 1,042 consumers conducted in March 2014.
