Over three-quarters of consumers (77%) do not want to be tracked in retail stores via their cellphones without explicit consent, according to a recent report from OpinionLab.

Moreover, most (88%) of those who disapprove of automatic tracking still object even if the data is used by retailers to improve the customer experience, and 44% say an opt-out (vs. opt-in) approach would make them less likely to shop with a brand.

Most shoppers (64%) say in-store mobile tracking should be opt-in, though 24% say retailers should not be doing tracking at all.

Below, additional key findings from the report, which was based on data from a survey of 1,042 consumers.

Barriers to Tracking 

  • 69% of respondents say one of their biggest concerns with in-store mobile tracking is that they do not trust retailers with their data.
  • 67% say it "feels like spying" if done without their explicit consent.
  • 61% say retailers will use the data for their own benefit rather than for the benefit of shoppers.


  • Consumers are most likely to trust local stores with mobile shopper tracking data, though the number who do so is still very low (15%).
  • Consumers are also twice likely to trust upscale brands (10%) with data vs. mass-market retailers (4%).


  • 61% of respondents say price discounts would motivate them to opt in to a mobile tracking program.
  • 53% say free products would motivate them.

For more findings from the survey, check out the infographic:

About the research: The report was based on data from a survey of 1,042 consumers conducted in March 2014.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji