A study by Openwave has found that the cost of downloading content is inhibiting many users from doing so, but they would be happy to download ad-sponsored free content.
“A study in conjunction with interactive media research centre iBurbia revealed that mobile users aged 18 to 34 were very happy to receive ads on their handsets in return for free content, such as video clips…However, the research revealed that consumers would only be happy to receive sponsored content if they had opted in.”
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