I’m not sure how to take this study… a survey at Ball State University found that more students were receiving mobile advertisements but less students were annoyed by them…
As the frequency of ads has increased, the students’ irritation with the intrusion has ebbed. For the report, Ball State University advertising instructor Michael Hanley surveyed 669 college students last month. Nearly one in three of the respondents reported receiving ads on their mobile phones, up from one in four in February.
The recent study also found that about one-third of those who received mobile ads found them annoying, but that proportion was down from February, when 92 percent of recipients found the ads aggravating.
This survey doesn’t look into the types of ads being delivered, which may have had a hand in the result, or it could be a case of familiarity breeds contempt. You’d want a lot more detail before you declared open season on mobile spam… Something for marketers to take note of is that “Twenty-nine percent said they would consider agreeing to ads in exchange for something free–like ringtones, extra minutes, upgrades, or access to the Web.” (via Textually)
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