iPhone users receptive to ads, or are they?

It's always been the case that advertising that is relevant and useful wins out, but this has never been more apparent than with mobile advertising. Two recent studies look at how receptive consumers are to advertising on their iPhones.

by Helen Leggatt

compete logo 2.gif A recent survey from Compete found that iPhone users are open to receiving targeted marketing via their devices. But not all ads were as welcome as others.

Ads that allow recipients to instantly redeem offers at venues such as restaurants and grocery stores, and other location-based ads, were particularly welcomed.

Purchases that required more consideration were deemed less attractive to iPhone users.

"[It looks like] impulse purchases are a better hook for marketers than a considered purchase," said Elaine Sanfilippo, director of consumer technology at Compete. "Those offers that have instant impact really resonate with people."

Just to confuse matters, recent findings from online advertising network Chitika seems to imply that iPhone users don't like ads on their mobile device or, at least, they aren't finding them relevant enough to click on.

"While the recent growth in 'smartphones' has sparked a renewed interest in mobile advertising, it appears given the numbers that mobile users are not receptive to advertising - a phenomenon that is not surprising, given the mobile users' propensity to be searching for quick answers or directions," according to Daniel Ruby, research director at Chitika.