Consumers “happy to receive mobile advertising”

New research from the IAB has found that “consumers are happy to receive mobile advertising if it is delivered on their terms”.

Mobile Advertising Research UK: Facts and visions on and by the market found that 54% of respondents find mobile an easy channel to communicate and interact with brands of their preference and would send interesting offers they have received to their friends and family.

Respondents placed mobile on a par with TV and newspapers and ahead of online and radio advertising in terms of user acceptance. The majority (57%) of UK users (67% for 16-24 year olds) would rather receive advertising on their mobile phone than online if they are offered something in return.

The research was carried out by consultancy firm Aeneas Strategy, communications agency Every Single One of Us and mobile analysis specialists MSearchGroove and endorsed by the IAB) and the Mobile Marketing Association (MMA).

Tarik Fawzi, chief executive of Aeneas Strategy Consulting & Management, said: “This IAB and MMA endorsed research was carried out to document quantitative facts and qualitative visions on the status and potential of the UK mobile advertising market as it is in 2009.

“It is important as it takes perspectives of the entire value chain into account: individual mobile users and executives from brands, media agencies, infrastructure and application parties, operators and influencers.”

Jon Mew, head of mobile at the IAB, added: “The research is another step to helping us understand the value of mobile and its context in marketing.

“The report shows that mobile advertising can work when carried out responsibly, and also that consumers are willing to accept it. Advertisers are having success in mobile where it is used as part of a cross-media campaign and dialogue.”