Likelihood Of Acting Because Of A Mobile Marketing Message, November 2013 [CHART]

Two-thirds of mobile users who subscribed to marketing messages from brands said they were likely to take action when they saw a pricing-based offer. While time-sensitive, location-based and product-based offers were likely to sway around half of subscribers each, mobile messaging subscribers are putting a clear priority on pricing.

That means cost is even more important than convenience—even to mobile users who are on the go, which marketers have traditionally seen as a chance to target them with timely, location-based offers. Not only were such offers likely to win over 50% of users—nothing to sneeze at, but far below the 66% who cared about price—location-based offers were the most likely to turn prospects off of a message. Read the rest at eMarketer.