PunchTab's "Mobile Tracking: Are Consumers Ready?" report surveyed 1,153 consumers about sharing their personal information, including locations, in return for deals and services. Fifty percent of participants did not want to be tracked and 27 percent said "maybe" it'd be ok, but only under certain circumstances. The rest did not care if they were tracked or not. The main reason the half that didn't want tracking? Privacy (at 51%), followed by too many message (13%), and irrelevant messages (8%).
Of the 27% of consumers who opted in to location tracking, 88% said that they would share data in exchange for a coupon or special offer. Shorter checkout times (72%), personalized alerts (69%) and checking the status of points and rewards (58%) were other top reasons to share.