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BizReport : Mobile Marketing : November 21, 2008

Mobiles users will trade phone bill discounts for ads

U.S. mobile subscribers are prepared to view advertising on their devices if they were to receive discount off their monthly phone bills, found open source solutions provider Transverse in a survey conducted by iGR.

by Helen Leggatt

Transverse's research found that 61% of mobile phone users in the U.S. would view advertising on their phones in exchange for discounted phone bills.

That figure varied according to the level of discount offered, with 56% happy to view ads for a discount of between 25% and 50%. In addition, 46% of users said this amount of discount was enough of an incentive to allow access to their usage patterns, including browsing, email and texting habits - even location. Users drew the line at allowing access to the content of texts and emails.

Mobile users under the age of 35 were most receptive to ads on their mobile device while younger users, aged 18-25 were the most willing to trade text message discounts. The demographic that most likes to chat, those aged 26-44, wanted to trade ads for voice services.

"Mobile advertising has taken on many forms, and is generally considered to be intrusive. But when consumers are given the choice to receive ads and share their usage patterns in exchange for discounts, mobile advertising has the potential to be highly targeted and highly effective," said Iain Gillott, President of iGR. "These survey findings indicate that consumers are open to non-traditional mobile advertising models."

Tags: advertising, discount, iGR, mobile advertising, mobile phone, phone bill, tect, Transverse

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