According to the Cardlytics 2015 Card-Linked Marketing Consumer Sentiment Study with the Harris Poll, more than 8 in 10 US adults who use mobile or online banking applications see some benefits to using card-linked marketing, delivering relevant ads to consumers (e.g. special offers such as coupons or discounts via email or text,) using purchase data.
64% of Americans believe Card-Linked Marketing would be helpful to them, with more than half believing it would help them stretch their money a bit further. Four in ten say it would give them new choices on where to shop, would let them shop their favorite brands/retailers even more, and give them the opportunity to make purchases they’ve been saving for.
While it should be noted that Cardlytics has an interest in that figure being high (they pioneered the global Card-Linked Marketing industry), respondents’ ranking of the benefits is interesting, says the report, as they were as likely to say that it would give them new choices on where to shop (42%) as they were to say that it would let them shop their favorite brands more (40%).
And, 18-34-year-old digital banking users were significantly more likely than average to see the opportunity to make purchases they’ve been saving up for (48% vs. 39%)
Benefits of Card-Linked Marketing (Adults Using Mobile or Online Banking; April 2015)
Average % of Respondents
18-34 Age Group
Help stretch money
New shopping choices
More shopping with favorite brands, retailers
Make purchases saved for
Feel valued by company
Indulge in “retail therapy” without guilt
Source: Cardlytics, April 2015
When it comes to whether or not Americans would use Card-Linked Marketing during holidays or special events, 83% of Americans who use online or mobile baking reveal that they would be likely to use it, with more than half saying it would be most helpful during Christmas/Hanukkah or birthdays (55%), says the report. Other top choices include:
Among those who use Card-Linked Marketing to help with a holiday or special occasion, women admitted to being more likely to use it (86%) than men (79%).
Of those who use mobile or online banking applications, 76% say they would use a Card-Linked Marketing offer they received for Mother’s Day. 41% would use it to buy something special for mom, and 25% would use the special offer to buy mom something extra, in addition to her Mother’s Day gift…
Kasey Byrne, Senior Marketing Advisor for Cardlytics, says “Very rarely do you get a majority of Americans saying they want any kind of marketing, but in the case of card-linked marketing, it is clearly a win-win-win:”
N.B. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology including weighting variables, says the report, please contact firstname.lastname@example.org
For additional information from Cardlytics, please visit here: http://cardlytics.com/cardlytics/press/cardlytics-study-majority-of-americans-want-card-linked-marketing/