• by Sean Hargrave , Staff Writer, May 8, 2014

Who will you let reach you on your mobile device? It's an interesting question, and one that usually gives rise to cliches around a "personal device" that you guard from intruders. Research cannot always be trusted to tell an exact truth, but it's usually pretty good at picking out trends when stark contrasts are shown. 

So consider this for a clear signal. In Savvy Marketing's survey of 1,000 shoppers, two in three are happy to receive mobile offers both while out and about and in-store. More than two in three of those who are receptive to mobile offers would ideally like them to come from big brands they know and trust, such as the big supermarkets. Just over half (58%) are receptive to loyalty schemes, such as Nectar, sending offers.

The big news -- which doesn't surprise me in the slightest -- is they do not want offers from deal aggregators, like Groupon. Just 17%, or roughly one in six, would like vouchers and promotions to flag up on their mobile phone from a Groupon-style service.

The big difference is, of course, that vouchers flashing up on your phone when you pop in to Tesco are a little like smartphone alerts -- in fact, they're exactly the same. While BBC news flashes and VIP contact notification alerts are very useful, this kind offer an extra level on some game you've forgotten about or an untargeted promotion for a hot stone massage are just annoying.
 
Groupon, and similar services, have survived on email because people have become accustomed to either filtering them or simply ignoring them. Most people would probably agree they border on a tricky line between spam and consent. 

So sometimes the public confirms what you've felt all along and what you knew was going to happen. Spurious vouches and promotions popping up on your mobile phone screen because you foolishly checked out a champagne balloon flight two years ago will not be tolerated in the mobile age. And good riddance.

It truly is a cliche but, like a lot of cliches, it's actually true. The mobile is a lot more personal. That doesn't so much affect the email and social media we have running in the background to check when we'd rather not talk to anyone at a bus stop or on a train. 

The real impact is going to be with notifications. In-store messages from trusted brands will still have to carefully crafted and capped to avoid annoying customers but they will likely be tolerated. There simply is no place, however, in this future for bombarding people with notifications of ill-time, untargeted offers.

Markets have always suspected it. This research proves it.