Dive Brief:

• Contrary to popular belief, 60% to 80% of mobile app users opt in to share their location and 51% opt in to receive push notifications, according mobile marketing firm Urban Airship’s Good Push Index study.
• Urban Airship tracked behavior with more than 70 apps that ask for a user’s location.
• The study contradicts other research showing reluctance by consumers to share location or receive notifications. 

Dive Insight:

While this study by a mobile marketing firm provides some hope for retailers’ use of beacon technology and other mobile-enabled customer engagement efforts, there is still much here that is unclear. As other research indicates, it may be that more people are becoming comfortable using their smartphones to get access to retailers for promotions, payments and product research. But much depends on how well any mobile intrusions work for the customer. Retailers must design their programs carefully.