Some British Teens Happy To Receive Mobile Ads
The results of a recent survey from Q Research show that only 32% of the British 11-20 year olds surveyed would be happy to receive advertising messages to their mobile phones.
Of the two benefits the 11-20 year olds were questioned on, top-up credit was the most popular, particularly with pay as you go customers. Almost nine out of ten were willing to receive ads in exchange for PrePay top-up credit.
Dr Liz Nelson, Q Research’s executive chairman, said: “This survey questioned respondents on a number of mobile advertising related topics, including preferred frequency for receiving ad messages, location-based advertising and benefits for receiving them.
“The responses show us that 11-20 year olds have strong feelings about the way advertisers should communicate with them via mobile phone, and that these are impacted by the respondent’s gender, age, mobile phone network and ethnicity.
“And as one of the UK’s leading high street banks announces this week it is using location-based advertising to its customers’ mobiles, this research is very timely for advertisers.”
The results of the survey showed that young people would prefer picture advertising messages on their mobile phones, with both video and text ads less popular.
The main reason for the unpopularity of video ads was concern about the price of receiving these files. Only boys under 16 chose video ads, with almost three-quarters saying they would like to receive them.
The survey was sent to 1500 Q panellists aged 11 to 20 years in January 2007. The main objective of the research was to understand the attitudes and opinions young people in Britain have to receiving advertising messages on their mobile phones via SMS and MMS.
A recent study from ABI Research said that by 2011, the value of the global mobile ad market will reach $19 billion (see Mobile Ad Market To Grow).
Meanwhile, Harris Interactive conducted research in the US which revealed that 35% of US adult mobile phone users are willing to accept incentive-based advertisements (see Mobile Ads Becoming More Accepted In US).