Thursday 03 April 2008

Consumers want personalised mobile advertising

More than a third of consumers aged between 16 and 34 are happy to receive mobile advertising in return for free content, according to a new poll.

Research conducted by Ipsos MORI has revealed that while 35 per cent of the age group did not mind, a quarter said that they would want to choose when they received the advertisements.

A fifth of these said that a preferred time would be the weekend, while 12 per cent said when commuting - occasions when they are away from traditional media such as TV and Radio.

Personalisation of ads was also found to be important, with 41 per cent of those polled saying that they would be keen to receive advertising information that reflected their own personal interests, such as sports or hobbies, while almost a quarter (23 per cent) said the same for relevant information relating to their own personal finances.

Lysa Hardy, European head of internet on mobile and entertainment for T-Mobile, which commissioned the poll, said: "Consumers have a real appetite for interacting with brands in return for free content - over 40 per cent of consumers questioned, for instance, would be happy to receive text-based ads throughout the day in return for free content."

She added that the research highlighted that consumers were "happy to interact with brands in this most personal of spaces if they get something in return which is specific to them".

Category: Marketing campaigns

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