Millennials (ages 23-38) are two times more likely to share their location with retailers than Boomers (ages 55-73).
Fifty-nine percent of Millennials have no problem sharing their location with retailers or friends — compared to 45 percent of consumers from all other demographics and 31 percent of Boomers, according to our new research data.
Additionally, when asked about what motivates them to share their location, 21 percent of Millennials do it to receive an offer or deal in return. Up 24 percent from 2018 results, Millennials are showing a growing interest in sharing their location with retailers.
This doesn’t mean privacy isn’t a concern. Thirty-seven percent of Millennials that don’t share their location noted the main reason was that privacy is important to them.
For those that stated privacy as a concern, only 8 percent said they would never share their information with retailers. The others would share information if they felt comfortable that retailers wouldn’t abuse the information and “spam” them with unwanted content.
Marketers and Brands now have the opportunity to leverage location-based marketing strategies to reach this growing segment. Communicating the right content at the right time will be critical. If marketers can do this, Millennials have shown they are willing to share their information.
To learn more about our research or data presented in this post, contact us at firstname.lastname@example.org