65% of people would be likely to criticise a brand to their friends if they were marketed to via their mobile phone while abroad.
The new holiday phenomenon, created by the smartphone era, is being referred to as HITS or Holiday Irritable Text Syndrome.
Young people are the most likely age group to complain about being contacted by a company while on holiday, with 78% of 16–24-year-olds saying they would be inclined to tell their family or friends, according to the survey commissioned by Digitonic.
Meanwhile, 40% of the 55 and over group said they would be “very likely” to do so (63% when combined with those who responded “quite likely”).
People from the North East of England were the most likely to complain to their friends and family, with 74% of respondents indicating this. That placed it ahead of all other regions of the UK, followed by Scotland, where 69% of people said they would be likely to tell their peers.
The same survey also found that a further 29% said that data roaming tariffs were one of their biggest holiday bugbears. Around one in nine people told the survey they were most bothered by sales calls and marketing texts while abroad.
“Brands need to consider the real impact of their marketing activity so they don’t alienate customers, whether they’re relaxing by the pool on holiday, or simply not interested in what they’re being offered,” said Grant Fraser, Managing Director of Digitonic. “Getting it right is good for both consumers and marketers. Marketing campaigns are quicker, have a higher strike rate and more accurate data, and customers won’t need to absorb roaming costs and don’t feel as though they’re being pestered on holiday.”
Author: Megan Jones
Published On: 3rd Sep 2014 - Last modified: 22nd Mar 2017
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