• eMarketer, Thursday, February 23, 2017 9:57 AM

Beacons have not yet been adopted by most US retailers, but consumers are open to the idea of retailers using in-store technologies to monitor their behavior in-store—if there’s something in it for them. Beacons use Bluetooth technology to detect consumers’ smartphones and send them ads, coupons or other product information. A November 2016 survey of US internet users from TimeTrade found that nearly half of respondents don’t mind being monitored by beacons or Wi-Fi technologies while shopping, as long as it benefits them in some way. 

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