A third of Brits opt-in to marketing from brands online

Almost one in three Britons are likely to opt in to marketing to allow brands to communicate with them online.

A new study commissioned by a leading performance marketing agency in Europe finds almost one third of Britons polled are likely or very likely to opt-in to marketing to allow brands to communicate with them online, with males more likely to do so than females.

Those in London are the most likely to allow brands to communicate with them online, whilst individuals in Scotland are the least likely to opt-in to the marketing, according to brand new research undertaken in the UK.

Research undertaken in April 2017 on behalf of affilinet polled a nationally representative sample of 2,043 British adults as part of a wider study into online consumer behaviour, media consumption and shopping habits.

All participants were asked the question, ‘When you are asked to opt-in or opt-out of marketing communications online via a tick box from a brand, how likely are you to agree?’ to which the breakdown of answers emerged as follows:

Not very likely – 38.4 per cent
Not likely at all – 28.8 per cent
Likely – 25.2 per cent
Very likely – 7.6 per cent

Of the 32.8 per cent of respondents that disclosed to researchers that they’d be either ‘likely’ or ‘very likely’ to opt-in to marketing communications online from a brand, males were determined to be slightly more open to brands communicating with them (37.3 per cent) than females (28.3 per cent).

Next, the regional breakdown of those who’d given different answers was analysed, which uncovered that those living in London answered that they opt-in to marketing communications the most (45.4 per cent). The region where respondents were revealed to be the least willing to allow brands to contact them via opt-in communications emerged as Scotland (23.8 per cent).

Finally, researchers decided to take into account how often participants shopped online in comparison to their views towards opting-in to marketing communications with brands. They find  those who shop online a lot were more likely to opt-in to the communications than those who do so on a less frequent basis.

Peter Rowe, UK managing director of affilinet, says, ‘Whilst many Britons clearly find requests from brands to opt-in to online communications via email annoying, many are starting to see that there are some clear benefits and advantages to doing so. Exclusive offers, competitions, discounts and early-bird entries are just some of the incentives brands tempt existing and future customers with through these communications.’

Further reading on marketing

Owen Gough, SmallBusiness UK

Owen Gough

Owen was a reporter for Bonhill Group plc writing across the Smallbusiness.co.uk and Growthbusiness.co.uk titles before moving on to be a Digital Technology reporter for the Express.co.uk.

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