A new Harris Interactive study confirms the notion that young people are more open to mobile advertising than adults, especially if it gets them free stuff. According to “2008 Consumer Acceptance of Mobile Advertising”:
- 47 percent of teens were willing to accept advertising images on their mobile phones compared with 35 percent of adults.
- 56 percent of teens said they would be interested in viewing mobile ads with incentives. Thirty-seven percent of adults said the same.
In terms of incentives, teens today want experiences over content. Just check out their overwhelming interest in receiving ads about sports, entertainment and travel–all action-oriented activities: 70% compared to 46% of adults.
For them, even music is an experience. They don’t collect albums like their parents’ generation, but replenish their digital collections hourly. So while the study found that while cash is universal motivator, entertainment downloads and free music work well with the younger crowd. So do free minutes, as any kid on an allowance could tell you.
The best mobile advertising, though, comes from behavioral targeting, which required person info from the user. According to the study, 54 percent of the survey respondents said they were OK with sharing their personal information with mobile advertisers in return for the right incentive.
0 responses so far ↓
There are no comments yet...Kick things off by filling out the form below.
Leave a Comment