Point of sale referral after direct or targeted mobile marketing communication in France 2019

People in France can refer to the point of sale of brands after being exposed to marketing messages through either direct (where the brand has the users contact details) or targeted (target group specific ads on websites or applications) communication. Regarding direct communication, e-mail (82 percent) or SMS (76 percent) were effective ways to get consumers interested in products. When exposed to ads through notifications on websites or applications, 33 to 35 percent of smartphone users reacted by referring to the point of sale of the brand.

Share of smartphone users referring to a brands point of sale after being exposed to direct or targeted marketing ads in France in 2019

Characteristic	Share of respondents
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Release date

January 2020

More information

Region

France

Number of respondents

1,561***

Age group

15 years and older

Supplementary notes

The source does not provide information about the date of the survey.

* Marketing communication through e-mail or SMS represent direct communication methods, where the brand owns the contact details of smartphone users.

** Ads communicated through ads on websites or applications as well as notifications refer to targeted marketing communication (generic ads, targeted at a specific user group profile).

*** The source adds the following information: "Base: Primary users of smartphones aged 15 years or older who went to the point of sale following a marketing communication (n=899)"

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