A report from research firm In-Stat about user acceptance of advertising on mobile phones has yielded some results…
“Though consumers aren’t wildly enthusiastic about mobile advertising, about 20% of wireless phone users in a recent survey would find some form of advertising on their mobile handsets to be acceptable…Of that group, roughly half were open to having advertisers subsidize the cost of premium services such as directory assistance, ringtones and messaging…Location-based ads and opt-in advertising will also find some acceptance, the survey revealed.”
Only 10% of people would like ad-subsidized premium services…other surveys have indicated that the majority of people interested in using mobile content such as video would prefer it to be ad-subsidized rather than charged for. Of course, the question may have been asked differently… I mean, if only 10% of people are interested in using premium services whether subsidized or not then it’s a good result…the same applies to other content — if you’re not going to watch video on your mobile you won’t be open to having it subsidized by ads.
“Wireless users were most favorable toward “opt-in” advertising. “Over a third of respondents indicated they would be willing to provide their carrier or advertisers with personal preferences in order to receive targeted advertising messages“, says David Chamberlain, Senior Analyst with In-Stat. “In addition, nearly a third of respondents cited high prices as a reason they did not use premium services, making them ripe targets for advertisers who wish to subsidize the cost of picture messaging, ringtones, directory assistance and other premium services.”
I’m not sure why a third would be willing to provide personal details when only 20% will accept any form of advertising on their mobile…
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