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Mobile Users Still Leery of Ads

Posted on 10.15.2007
From an August 2007 press release, a Maritz Research survey polled 1,062 Generation Y (ages 18-30) adults and found that 65% of them would be unlikely or definitely would not subscribe to a retail offer delivered via mobile phone or PDA. But a WebVisible and Nielsen/NetRatings survey found even worse news - a whopping 92% of respondents said that local business ads sent to their mobile devices would "irritate" them.

If that's not enough, according to June 2007 Harris Interactive study of 3,595 respondents owning a mobile phone or smartphone, 80% said that a text message from a company would be totally unacceptable. Also in the totally unacceptable category were a sponsored text link as a result from a mobile search (74%), an audio ad instead of ring tone while waiting for an answer (79%), a pre-recorded voicemail from a celebrity or spokesperson (82%) and an ad appearing on a cellphone screen when turned on (84%).

Not great news for mobile advertisers. Although, because of the relative infancy of mobile advertising, users have not become accustomed to these ads yet. It seems that the best route so far for mobile advertising is offering something instantaneous in return for an ad. A study of college students found positive results with that strategy.
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