Study shows wireless users receptive to ads

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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.

Among the findings of the study, nearly 40% of consumers found the advertising delivered via mobile phone was compelling and nearly 20% wanted more information after viewing the ads.

Christopher Dennis, CEO of Mediatude, said: "The proliferation of mobile phones ensures that more people than ever can be individually targeted based on their profiles so advertisers can establish a one-to-one relationship with their key customers."

 Mediatude is looking to launch its mobile advertising solution with Ericsson's Mobile Internet Advertiser platform in the U.K. and Sweden in the next few months.

"We're very much in the educational phase of what wireless advertising will work and what consumers will accept," said Joe Laszlo, senior analyst at Jupiter/Media Metrix. "It's a very small study, completed in a very short amount of time . . . in no way do I think that's really going to tell you what the universe of mobile advertising is going to look like."

Copyright November 2000, Crain Communications Inc.

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