If you’re a mobile marketer in the United Kingdom, the recent data by the Direct Marketing Association UK should put a smile on your face. It showed that nearly 70% of adult Internet users were allowing, or “opting in” to push notifications on their apps.
Consumers there are opting in to receive these push notifications for various reasons of course, including receiving offers and promotions, which was the top reason for doing so. Product launches and new products were also two significant reasons for opting in and allowing marketers to send or “push” marketing messages to them on their mobile devices.
That being said, UK consumers also don’t like to be pushed around and the data also showed that nearly 80% have no problem disabling or uninstalling and app if they’re not happy with it. In fact, a study from February showed that UK consumers were more likely to opt out then opt in to marketing communications like emails (See the data here).
It’s good news and bad news for mobile marketers in the UK but, since nearly 60% of adult consumers in the country have downloaded at least one app, it’s definitely an opportunity to reach an extremely large audience.