Skip to main content

Mobile Advertisement Consumer Acceptance

Harris Interactive announced the results of new research into consumer acceptance of mobile phone advertisements. The research examined current levels of consumer interest in mobile phone advertisements, preferred advertising formats and the willingness of consumers to be profiled.

"Historically, U.S. mobile phone users have been resistant to receiving mobile phone advertisements, but, according to our research, cell phone users are more willing than ever to receive advertising," said Judith Ricker, President of the Marketing Communications Research Practice at Harris Interactive.

"To make their mobile campaigns more effective, advertisers should take note of how cell phone users are most interested in being contacted. Advertisements need to have a clear value proposition, be relevant and allow recipients to control how they are profiled."

According to the study, a surprising 35 percent of adult cell phone users are willing to accept incentive-based advertisements. Of these adults, 78 percent say the best incentive would be cold hard cash, followed by free minutes (63 percent), free entertainment downloads (e.g. ring tones, games; 40 percent) and discount coupons (40 percent).

The survey further reveals that over half (56 percent) of those who are at least somewhat interested in receiving ads on their cell phone say they would prefer to receive them via text message, while 40 percent would like to receive them as a picture message.

Less than one-quarter of adults would choose to receive them as videos (24 percent), while others would have them transferred automatically to email (23 percent), as a voice message (22 percent) or something else (7 percent).

Just under three-quarters (70 percent) of respondents who are at least somewhat interested in receiving mobile advertising are also willing to provide information about themselves to their cell phone provider in exchange for an ability to customize the service to their needs.

Among them, 30 percent are willing to receive the ads for the right incentive, while 20 percent would receive them if they have control to turn them on or off, and 20 percent are willing to receive the ads if they can choose who the information is sent to (i.e. selective ad reception).

Popular posts from this blog

Industrial and Manufacturing Technology Growth

In an evolving era of rapid advancement, market demand for innovative technology in the industrial and manufacturing sectors is skyrocketing. Leaders are recognizing the immense potential of digital transformation and are driving initiatives to integrate technologies into their business operations.  These initiatives aim to enhance efficiency, reduce costs, and ultimately drive growth and competitiveness in an increasingly digital business upward trajectory. The industrial and manufacturing sectors have been the backbone of the Global Networked Economy, contributing $16 trillion in value in 2021. Industrial and Manufacturing Tech Market Development   This growth represents a 20 percent increase from 2020, highlighting the resilience and adaptability of these sectors in the face of unprecedented challenges, according to the latest worldwide market study by ABI Research . The five largest manufacturing verticals -- automotive, computer and electronic, primary metal, food, and machinery -

GenAI Revolution: The Future of B2B Sales Apps

When B2B buyers consider a purchase they spend just 17 percent of that time meeting with vendors. When they are comparing multiple suppliers‚ time spent with any one salesperson is 5 or 6 percent. Self-directed B2B buyer online research has already changed procurement. IT vendors are less likely to be involved in solution assessment. Now, more disruptive changes are on the horizon. By 2028, 60 percent of B2B seller work will be executed through conversational user interfaces via Generative Artificial Intelligence sales technologies -- that's up from less than 5 percent in 2023, according to Gartner. Generative AI Market Development "Sales operations leaders and their technology teams must prepare for the convergence of new forms of artificial intelligence, dynamic process automation, and reinvented deal-planning activities that will transform the sales function," said Adnan Zijadic, director analyst at Gartner . According to the Gartner assessment, Generative AI (GenAI) s

Rise of AI-Enabled Smart Traffic Management

The demand for smart traffic management systems has grown due to rising urban populations and increasing vehicle ownership. With more people and cars concentrated in cities, problems like traffic congestion, air pollution, and greenhouse gas emissions are pressing issues. Since the early 2000s, government leaders have been exploring ways to leverage advances in IoT connectivity, sensors, artificial intelligence (AI), and data analytics to address these transportation challenges. The concept of a Smart City emerged in the 2010s, with smart mobility and intelligent traffic management as key components.  Smart Traffic Management Market Development Concerns about continued climate change, as well as cost savings from improved traffic flow, have further motivated local government investment in these advanced systems. According to the latest worldwide market study by Juniper Research, they found that by 2028, smart traffic management investment will be up by 75 percent from a 2023 figure of