Mobile Users Want Free Goodies, Few Ads
Are ads the key to mobile content adoption?
Getting mobile users to do anything besides talk presents a conundrum. Users are far more likely to interact with mobile multimedia if the cost is low. Yet getting them to view mobile ads, which would pay for the content, can be tricky.
3ple-Media addressed this problem in a March 2008 study. The mobile multimedia company found that more than one-half of mobile subscribers worldwide surveyed said they looked forward to getting mobile multimedia.
More than one-half of respondents said they were also willing to pass along ads to other users in exchange for various incentives. Free downloadable music tracks drew the highest percentage of "quite likely" and "most likely" responses, second only to free talk time minutes.
The ads used to reach mobile users in the first place could be perceived as spam, however. When considering unsolicited mobile messages, respondents were overwhelmingly likely (96.4%) to consider the messages as spam if they came from brands. Messages from operators were much less likely to get such a reception.
Read more - eMarketer
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