Consumers Say ‘Make Mobile Ads Relevant’: Study

Posted on by Chief Marketer Staff

Consumers are more accepting of ads on their cell phone—if they are relevant, a new report from mobile marketing company Enpocket finds.

In the study, some 78% of consumers said they would be happy to receive mobile advertising that is tailored to their interests. Of those, 64% would be willing to provide personal details if that data were analyzed to improve relevance of the ads. In addition, 58% of respondents would prefer banner ads displayed on mobile Internet pages to mobile marketing text messages.

The research is part of Enpocket’s Consumer Mobile Advertising report, which also indicates that targeted mobile advertising is 50% more acceptable to mobile Internet users than untargeted ads.

“Consumers are ready for mobile advertising, but with an important caveat: ads must be targeted,” said Boston, MA-based Enpocket CEO Mike Baker in a statement. “[Wireless carriers] have the demographic, transactional and behavioral data necessary to deliver marketing and advertising that meets the consumer need for relevant advertising on this most personal of devices.”

The report also shows that mobile operators can reduce churn and increase revenues by leveraging consumer data to personalize content, merchandising and promotion. Some 57% of respondents said that they would be more willing to continue their service if their carrier personalized services and products to their needs. Another 42% percent said they would be more likely to buy more mobile content if they received personalized recommendations.

The study was conducted with more than 1,200 mobile Internet users across the U.S., Europe and India.

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