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).