A study commissioned by mobile advertising technology firm Enpocket finds that 78 percent of mobile subscribers would accept ads on their phones, if they were specifically targeted to their interests. In fact, 64 percent of this group said they'd even provide additional personal information to improve ad relevance. The poll, conducted by Harris Interactive, also found that 58 percent of respondents prefer banner ads over text messages.
To put this data in perspective, though, the same study found that mobile advertising lags well behind more traditional advertising formats. Only 37 percent said that they found text message ads acceptable, while newspaper ads and TV commercials received 74 percent and 69 percent acceptance levels, respectively. The poll surveyed over 1,000 users in the U.S., U.K. and India.
For additional details on the survey and the state of mobile advertising:
- see the AdWeek article [1]
Related Articles:
- Go2, Enpocket team for mobile search [2] ads
- Mobile ads to reach $11 billion [3]
Links:
[1] http://www.adweek.com/aw/iq_interactive/article_display.jsp?vnu_content_id=1003190108
[2] http://www.fiercemobilecontent.com/story/go2-enpocket-team-for-mobile-search-ads/2006-09-26
[3] http://www.fiercemobilecontent.com/story/report-mobile-ads-to-hit-11-billion/2006-09-08