Consumers embrace mobile advertising

‘Mobile Advertising Research UK: Facts and visions on and by the market’ found that 54% of respondents find mobile an easy channel to communicate and interact with brands of their preference and would send interesting offers they have received to their friends and family.

For 74% of UK users, incentives are the strongest attitude driver and even more so for youngsters with 84% of them having a positive attitude towards mobile advertising if it is incentivized. What’s more, 70% of UK users would grant permission to receive advertising on their mobile phone if they were incentivized and in control.

Respondents placed mobile on a par with TV and newspapers and ahead of online and radio advertising in terms of user acceptance. The majority (57%) of UK users (67% for 16-24 year olds) would rather receive advertising on their mobile phone than online if they are offered something in return.

The research was carried out by consultancy firm Aeneas Strategy, communications agency Every Single One of Us and mobile analysis specialists MSearchGroove and endorsed by the Internet Advertising Bureau (IAB) and the Mobile Marketing Association (MMA).

The research also showed that mobile is an ‘always and everywhere’ medium with 74% of respondents claiming to never turn off their mobile, and 92% stating that they never leave the house without their phone. A further 75% of UK users agreed with the statement that mobile is the most personal device they own.

The report argued that as a result of the rapid growth of the medium, advertising is in urgent need of re-definition, concluding: “Many respondents went so far as to say that mobile advertising should not be regarded as advertising at all. In line with this thinking, brands and agencies must find ways to turn their one-way pitch to "consumers" into invigorating and effective two-way conversations involving the people of the world.”

Tarik Fawzi, chief executive of Aeneas Strategy Consulting & Management, comments: “This IAB and MMA endorsed research was carried out to document quantitative facts and qualitative visions on the status and potential of the UK mobile advertising market as it is in 2009. It is important as it takes perspectives of the entire value chain into account: individual mobile users and executives from brands, media agencies, infrastructure and application parties, operators and influencers.”

Jon Mew, head of mobile at the IAB, adds: “The research is another step to helping us understand the value of mobile and its context in marketing. The report shows that mobile advertising can work when carried out responsibly, and also that consumers are willing to accept it. Advertisers are having success in mobile where it is used as part of a cross-media campaign and dialogue.”

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