A new study from Harris Interactive reveals that over half (56%) of US teens would be interested in viewing mobile ads with incentives.
The survey, of 1,000 US adults ages 18 and over and 200 teenagers ages 13-17, also found that over one-third (37%) of adults said that they would be receptive to such advertising.
Survey respondents were asked to identify the best mobile advertising incentives. Cash is king, with 80% of adults and 70% of teens identifying it as the top incentive for responding to mobile advertising.
Entertainment downloads (61%), free music (57%) and complimentary minutes (53%) also are popular incentives among teens.
Among adults, free minutes (49%) and discount coupons (37%) are appealing incentives. Free entertainment (31%) and music (24%) downloads also captured the attention of adults.
In terms of how these incentives should best be delivered, the research indicates text messaging is the most preferred advertising approach among over two-thirds (69% of adults and 64% of teens) of consumers. Teens are more willing to accept advertising images on their mobile phones (47%), versus adults (35%).
Judith Ricker, division president, Harris Interactive marketing communications research group”Adults and teens are growing more accustomed to mobile advertising, but it appears this technology in general has yet to deliver the needed advertising experience to consumers, but this will surely come as the medium evolves.
“No matter how mobile advertising messages are delivered, our research shows that consumers demand that if a company is going to invade their personal space with advertising, it better be for something of interest to them – personalization is hyper-critical.”
In April, Juniper Research forecast that total annual adspend on mobile will exceed $1 billion for the first time in 2008, reaching $1.3 billion by the end of the year and rising to nearly $7.6 billion by 2013 (see Annual Mobile Adspend To Pass $1 Billion In 2008).
The same month also saw a report from the Nielsen Company which revealed that 23% (58 million) of all US mobile subscribers said they had been exposed to advertising on their phones in the previous 30 days.
Half (51% or 28 million) of all data users who recalled seeing mobile advertising in the previous 30 days said they responded to a mobile ad in some way (see 28 Million US Mobile Subscribers Responded To At Least One Mobile Ad).
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