Harris: Consumers Wouldn’t Mind Mobile Ads

March 15 2007 - More than one-third of adults using cell phones would accept advertisements via their mobile devices, according to a study released today by market research firm Harris Interactive. In a survey of 903 persons age 18 or over conducted over a one-week period (February 7 – 14, 2007), 344 of the respondents said they were at least somewhat interested in receiving advertisements via their mobile devices, stated the report.

 

“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 Harris Interactive President of the Marketing Communications Research Practice Judith Ricker in a press release today.

 

According to the Harris study, 35 percent were somewhat interested in receiving mobile advertisements, that is, with the right incentive. Of those who answered yes, 78 percent would accept mobile ads if they were given money. Sixty -three percent would still be willing if they were to receive free mobile minutes. Forty percent would accept the ads in exchange for free downloads, such as ring tones or games. That same percentage would prefer coupons.

 

“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,” said Ricker.

 

How could these hypothetical advertisements be implemented? Advertisers could inculcate their marketing via mobile text messaging, which according to the study, would be accepted by more than half of the respondents who said they not mind the ads. Other preferred methods for ad delivery include picture messaging, videos, email, or voice mail.

 

Even though that 35 percent of users would not mind seeing outside advertisers on their phones, the majority of mobile owners would still rather not see ads on their personal devices. It may be the same reason why cell phone users continue list their mobile numbers on the National Do-Not-Call Registry – to steer away unwanted advertisers.