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45% of mobile consumers willing to receive retailer messages via beacon technology, research finds

Almost half of smartphone owners would be 'very willing' or 'somewhat willing' for retailers to send messages to their smartphone, according to recent research.

After surveying 1,300 UK smartphone users, consumer specialist research company eDigitalResearch, found that 33 per cent believed that personalised, direct messages sent straight to their smartphone when out shopping would 'likely' or 'very likely' influence their purchase decisions.

The survey also found that 78 per cent of those that would be happy to receive messages would be 'extremely willing' or 'somewhat willing' for retailers to use this data if it meant more personalised messages for them.

Derek Eccleston, commercial director at eDigitalResearch, commented, "Apple subtly introduced iBeacon technology into the market at the end of 2013. As retailers and brands get to grips with what it is and how it works, consumer opinion demonstrates that it could potentially revolutionise the in-store and high street shopping experience.

"We found last year that half of smartphone owners regularly shop through retail apps and have them installed on their mobiles. It opens up the potential for retailers to digitally reach outside their stores and tempt smartphone owners in, increasing footfall and, as these results demonstrate, boost their revenue streams."

A host of brands have recently invested in Beacon technology tests. Coca Cola told The Drum in January that it was testing the viability of using Apple's iBeacons as a major part of its marketing activity for events including the World Cup, while last month WH Smith, Nandos and Vue Cinema branches at The Swan shopping centre in Eastleigh all adopted Beacon technology.

Featured by The Drum