TimmyH
Mobile Advertisements - Teens give the nod
May 31st 2008 00:49
When It Comes to Mobile Ads, Teens Want Incentives and Experiences
So says a new Harris Interactive study. The data suggests 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. Just 37 percent of adults said the same.
Teens today want experiences over content. This is born out in the study, which reveals that more than 70% of teens are accepting of receiving sports, entertainment and travel orientated ads. Less than half of adults said the same.
While the study found that cash is a universal motivator, it also says that free music and entertainment downloads are great incentives for teens to put up with advertising. Similarly, free phone minutes and credit top-ups are major drawcards.
More than 54 percent of respondents were also willing to hand over personal information if the incentives were right. Consumer advocates have condemned this innovation from the advertising community as exploitation of young people.
So says a new Harris Interactive study. The data suggests 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. Just 37 percent of adults said the same.
Teens today want experiences over content. This is born out in the study, which reveals that more than 70% of teens are accepting of receiving sports, entertainment and travel orientated ads. Less than half of adults said the same.
While the study found that cash is a universal motivator, it also says that free music and entertainment downloads are great incentives for teens to put up with advertising. Similarly, free phone minutes and credit top-ups are major drawcards.
More than 54 percent of respondents were also willing to hand over personal information if the incentives were right. Consumer advocates have condemned this innovation from the advertising community as exploitation of young people.
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