Dive Brief:

• 45% of mobile phone users are somewhat willing or very willing to get messages from retailers via iBeacon or similar technologies, according to research from eDigitalResearch. 

• Of course, it’s a trade-off, with smartphone users expecting promotions, discounts, or coupon codes for the privilege of access to their phones, the survey found.

• eDigitalResearch surveyed 1,300 smartphone users, and found that 33% said personalized messages would be likely or very likely to influence their buying decisions.

Dive Insight:

This survey shows that retailers have great opportunity to reach customers via mobile — even when they’re just walking past the store. IBeacon technology makes it possible, but real-world interactions with the technology have been less than smooth. And customers expect a fair trade for access to their phones, or retailers could quickly wear out their mobile welcome.