Consumers are more receptive to receiving advertisements on their cell phones, according to new findings from Harris Interactive. The study examined current levels of consumer interest in mobile phone advertisements, preferred advertising formats and the willingness of consumers to be profiled.

A surprising 35 percent of adult cell phone users said they are willing to accept incentive-based advertisements. Of these adults, 78 percent said the best incentive would be cold hard cash, followed by free minutes (63 percent), free entertainment downloads (e.g. ringtones, games; 40 percent) and discount coupons (40 percent).

The survey further reveals that over half (56 percent) of those who are at least somewhat interested in receiving ads on their cell phone said they would prefer to receive them via text message, while 40 percent would like to receive them as a picture message. Less than one-quarter of adults would choose to receive them as videos (24 percent), while others would have them transferred automatically to email (23 percent), as a voice message (22 percent) or something else (7 percent).

Just under three-quarters (70 percent) of respondents who are at least somewhat interested in receiving mobile advertising are also willing to provide information about themselves to their cell phone provider in exchange for an ability to customize the service to their needs. Among them, 30 percent are willing to receive the ads for the right incentive, while 20 percent would receive them if they have control to turn them on or off and 20 percent are willing to receive the ads if they can choose who the information is sent to.

Adult mobile phone users who are at least somewhat interested in mobile advertising also feel that the following could lower the pain associated with watching these ads:

- The ability to opt out (66 percent)
- Choosing the type of ads to be received (56 percent)
- Choosing the number of ads to be received in a given period of time (48 percent)
- Providing a profile of desired areas of interest so only specific ads are sent (43 percent)
- Different/discounted plan if ads included (42 percent)
- Choosing specific times when ads would be received (40 percent)

The survey was conducted within the United States between February 7 and 14, 2007 among 903 adults (aged 18 and over) who use a cell phone. Data was weighted to reflect the total U.S. adult population on the basis of region, age within gender, education, household income, and race/ethnicity.

1. Posted by gerio	Fri Mar 16, 2007 10:11 pm
Well, this was a perfectly good waste of money. How in the hell can we be possibly be interested in seeing more ads? We can't get away from them. Where was this study done, on Mars? Someone is full of *hi%! Please. Geri O
2. Posted by McLovin84	Sat Mar 17, 2007 10:04 am
The last thing i would want would be a commercial popping up on my device every 5 minutes.
3. Posted by Will1111	Tue Mar 20, 2007 3:04 am
As long Im getting a reduced bill/extra mins. at the end of each month , I'm happy with gettig these ads . PUT only if I can control amount and time of these msgs
4. Posted by itsajoey	Tue Mar 20, 2007 8:30 pm
they should send ads through text i wouldnt mind that much if i get money taken off my bill

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