Opportunity for Advertising on Mobile Phones?

3:32 am on September 15, 2005 | Category: Business, Telecom Services

The research firm In-Stat has just released a study, which suggests that some cell phone users may be receptive to mobile advertising, if it were properly executed. About 20% of participants in the survey said that they would be likely to respond to advertising on their mobile handsets. Over a third of all respondents said that they would be willing to release personal information to advertisers if it helped subsidize premium services such as messaging, ringtones, and directory assistance.

Although these numbers don’t seem especially high, they do provide a substantial opportunity, when you consider the millions of cellular phone users across North America and the world.

One thing that’s for sure though is that all advertising would have to be opt-in. The vast majority of survey respondents hated the idea of receiving unsolicited advertising (Spam) on their cell phones.

“I think that mobile advertising will have to find its own level as mobile customers determine what and what is not acceptable to them,” said David Chamberlain, senior analyst at In-Stat. “Ultimately advertising will become more commonplace on mobile handsets, especially as they become the source of more entertainment content.”

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    Published by TeleClick Enterprises
    Edited by Jeremy Maddock