Consumers are receptive to advertising and brand messages delivered by mobile phones, according to a study released Nov. 8 by Swedish wireless giant Ericsson and Mediatude, a London- and Stockholm-based mobile marketing solutions company. The study, conducted by Netsurvey, an independent research company, included 5,000 Swedish consumers who received more than 100,000 messages over a six-week period. For the trial, consumers were given the option of receiving free short message service text messaging on their mobile phones if they were willing to accept attached short text ad messages, and if they completed a profile based on their interests. Advertisers were matched with targeted user profiles.
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