Eighty per cent of consumers do not want to receive advertisements on their mobile, according to mobile marketing company Velti.
However, 56 per cent of the 1,600 consumers surveyed said they would be agreeable to it if they received special offers in return.
Velti said consumers would prefer cash rewards, free minutes and SMS, and local incentives, such as restaurant reviews.
Velti co-founder and chief executive Alex Moukas: “Consumers understand their value in the chain, so campaigns that fail to offer anything relevant or beneficial will, at best, be treated indifferently and at worst create negative associations with the brand.”
A survey by another market research company, TNS, found 56 per cent of consumers think content such as music and movie clips should be free to download, while a quarter of respondents said they would rather avoid mobile adverts by paying a premium.
Consumers aged from 16 to 24 were more likely to part with their cash in order to prevent adverts on their mobiles than those in older age brackets surveyed.
(Velti is a mobile marketing company and not a mobile research company as stated in Mobile News September 22 edition)