Study: Two-thirds of users fed up with mobile spam

A new survey says 64 percent of respondents admitted to annoyance with marketing offers received from mobile operators, with 70 percent of subscribers finding the offers in question irrelevant. In particular, said market research firm GfK NOP, 72 percent of consumers between the ages of 25 and 34 found mobile spam irrelevant to them, with 75 percent of consumers aged 45 to 54 and 78 percent of consumers aged 55 to 64 citing the same frustrations. Teens and young adults also are dissatisfied with mobile spam, with 57 percent dismissing operator pitches as irrelevant. According to GfK NOP, only 11 percent of the 752 mobile subscribers surveyed report purchasing products or services based on operator text pitches

"Today's spam-weary consumer is heartily sick of poorly-aimed and irrelevant campaigning," said Emma Mohr-McClune, Current Analysis principal wireless analyst. "The 'one size fits all' promotion model is outdated. This report flags up a growing need for better tailored and personalized campaign techniques, and a higher level of commitment to customer micro-segmentation going forward."

For more on the GfK NOP report:
- read this IT Pro article

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