Social media not an ideal commercial platform after all?

Research by IPSOS Mori and the Logic Group has revealed that only 21% of UK consumers would be happy to receive commercial offers via mobile or social media channels.

Raising doubt over digital wallet services, 40% of the 2,000 respondents noted that they do not want to receive loyalty scheme offers via digital channels, whereas 46% are happy to consider loyalty schemes will shopping in physical retail stores. Intriguingly, a higher than expected 47% stated that they would like to use a credit or debit card as a loyalty card.

Age seems to be a decisive factor, with 50% of those aged between 45-54 citing that they did not want to receive offers via digital and social, with 54% of 55-64 year olds stating the same. Meanwhile, 33% of 15-24-year-olds and 29% of 25-34 year-olds revealed that they would be interested in receiving loyalty points via ‘new technology channels’.

Antony Jones, CEO of customer interactions specialist The Logic Group, comments: “When it comes to developing loyalty schemes that involve new technologies, it really is imperative to consider your target customers. Those businesses offering products or services used by older consumers should perhaps be more careful about the introduction of new technology channels as part of day-to-day scheme interactions.”

Simon Atkinson, Assistant CEO at IPSOS Mori, adds: “There is undoubtedly consumer appetite for using new technologies when the benefits are made clear though uncertainty about the actual user experience still remains. For consumers who are worried about embracing technology changes, and the older generation in particular, the answer is likely to lie in offering existing services in tandem with new.”