Enpocket has unveiled the findings from the first global report into consumer acceptance of mobile advertising, conducted by Harris Interactive. To produce the report, the research company questioned 1,240 adults in the UK, US and India aged 16 and over who had used the Internet on their mobile phone at some stage in the past,  between 31July and 23 August 2006.
The Consumer Mobile Advertising report reveals that consumers are far more accepting of mobile advertising when it is made relevant. The research shows that targeted mobile advertising is 50% more acceptable to mobile Internet users than untargeted ads. 78% said they would be happy to receive mobile advertising that is tailored to their interests. Of those, 64% would be willing to provide personal details to be analysed to improve the relevance of targeted ads. In addition, 58% of respondents would prefer banner ads displayed on mobile Internet pages to mobile marketing text messages.
The report also shows that mobile operators can reduce churn and increase average revenue per user (ARPU) if they leverage consumer data to personalise content merchandising and promotion. 57% of respondents said that they would be more willing to continue their service if their carrier personalised services and products to their needs. 42% said they would be more likely to buy more mobile content if they received personalised recommendations.
Consumers are ready for mobile advertising, but with an important caveat: ads must be targeted says Enpocket CEO, Mike Baker. Operators have the demographic, transactional and behavioural data necessary to deliver marketing and advertising that meets the consumer need for relevant advertising on this most personal of devices.  Forward thinking operators, publishers and brand advertisers are realising that this is a key requirement to long-term success in the medium.”