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Mobile Phone

Bottom Line: A growing number of users are willing to see ads on their mobile phones, unfortunately, for people marketing to this expanding demographic the vast majority of them want to be incentivized. What’s the incentive that wins out over all the rest? Cash.

The Harris Interactive research indicates that mobile advertising, especially via mobile phones, can gain a foothold . . . if it is unobtrusive, targeted toward an individual’s personal tastes and offers something unique. Among teens surveyed, over half (56 percent) said they would be interested in viewing mobile ads with incentives, while over one-third (37 percent) of adults noted that they would be receptive to such advertising…


Advertising On The Rise

Harris Interactive asked survey respondents to identify the best mobile advertising incentives. Cash is king, with 80 percent of adults and 70 percent of teens identifying it as the top incentive for responding to mobile advertising. Entertainment downloads (61 percent), free music (57 percent) and complimentary minutes (53 percent) also are popular incentives among teens. Among adults, free minutes (49 percent) and discount coupons (37 percent) are appealing incentives. Free entertainment (31 percent) and music (24 percent) downloads also captured the attention of adults.

(via Harris Interactive)

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