Study Finds Cell Phone Users Will Watch Mobile Ads

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Consumers are more receptive to receiving advertisements on their cell phones, according to new findings from Harris Interactive. The study examined current levels of consumer interest in mobile phone advertisements, preferred advertising formats and the willingness of consumers to be profiled.

A surprising 35 percent of adult cell phone users said they are willing to accept incentive-based advertisements. Of these adults, 78 percent said the best incentive would be cold hard cash, followed by free minutes (63 percent), free entertainment downloads (e.g. ringtones, 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 said 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.

Adult mobile phone users who are at least somewhat interested in mobile advertising also feel that the following could lower the pain associated with watching these ads:

- The ability to opt out (66 percent)
- Choosing the type of ads to be received (56 percent)
- Choosing the number of ads to be received in a given period of time (48 percent)
- Providing a profile of desired areas of interest so only specific ads are sent (43 percent)
- Different/discounted plan if ads included (42 percent)
- Choosing specific times when ads would be received (40 percent)

The survey was conducted within the United States between February 7 and 14, 2007 among 903 adults (aged 18 and over) who use a cell phone. Data was weighted to reflect the total U.S. adult population on the basis of region, age within gender, education, household income, and race/ethnicity.