25% of US mobile users don’t mind mobile ads
Link: Ingenio Data Attempts to Crack the Code on Mobile Usage
Research released today by pay-per-call provider Ingenio and market research firm Harris Interactive shows that around a quarter of US mobile users would accept mobile advertising.
26% of respondents favoured search-related text link ads, 21% said they wouldn’t mind listening to an audio ad that played instead of the normal ring tone whilst waiting for a call to answer, and 20% said text message ads would be acceptable.
Ad acceptance amongst younger generations was higher than their older counterparts, with 28% of mobile users aged 18-34 happy to receive text message advertising, versus only 14% for ages 45 upwards.
With regards to 20% who said text message ads would be acceptable, they probably don’t realise what they would be getting themselves into if the doors were left wide open.
At first, we were thoroughly unimpressed with the stringency of US Carriers with regards to their regulations, but over time we’ve learned to appreciate the cost of explicit permission.
I think that that 20% should give their explicit permission to receive the kind of ads they want to receive and be allowed to take their permission back whenever they want and this is, afterall, what the MMA has been pushing.
Posted by Fahed on June 27th, 2007 at 11:16 am.If the text messages offer discounts, more people will stay involved with them. There’s a fine line that we are all still trying to find as to what causes opt-outs to occur.
Posted by Text Message Info on June 28th, 2007 at 2:50 pm.