MASTERCLASSING

"Mobile Marketing? No thanks"

David Murphy

A majority of US consumers are not interested in receiving marketing messages on their phone in return for lower service or subscription costs, according to an online study looking at consumer attitudes to mobile technologies.
The study was conducted by RBC Capital Markets, the corporate and investment banking arm of RBC Financial Group of Canada.1001 US residents were surveyed. Of those, 52% rejected the idea, while 56 per cent said they would be unwilling to trade personal information for discounted products and/or services. 58 per cent of survey respondents said that mobile marketing is a nuisance and should be prohibited, and 43 per cent said they would pay more for a mobile phone or PDA that prohibits marketing or advertising messages.
Among other findings thrown up by the survey were the facts that almost 20 per cent of respondents had texted opinions to a person in their immediate vicinity to prevent others near them from knowing; one in eight respondents had taken a photo or video of a stranger without their knowledge; and 57% of respondents are opposed to adult content being disseminated over mobile technologies.
More information from the RBC website.