Mobile Consumers See Value in Advertising

OCTOBER 11, 2010
　
More than a third say mobile ads serve 'important purpose'
A recent study by mobile ad network InMobi and comScore uncovered some good news for marketers: Consumers are getting more comfortable with seeing ads on their mobile devices. Of the nearly 4,400 US mobile phone users surveyed, 38% felt mobile ads "serve an important purpose," while an additional 25% stated they are getting accustomed to viewing mobile ads. While 10% of respondents described themselves as somewhat uncomfortable with mobile ads, only 12% felt they were intrusive.
　

That's a strikingly positive result overall, and it speaks to the importance of the value exchange in mobile advertising. Mobile consumers are progressively more accepting of advertising on their devices, but they also expect something tangible in return for their attention.
As Nielsen learned in a survey of connected device owners, 59% described themselves as "ok with advertising" if viewing ads meant they could access free content in return. And of course, ads that were more customized and relevant to their interests and location got a better reception from consumers, and also made them more inclined to respond.
　

The InMobi-comScore study reached similar conclusions, with personalized ads actually outranking free content and phone bill discounts in terms of what mobile users would accept in return for viewing ads. These findings also coincided closely with those of Oracle's September 2010 "Opportunity Calling: The Future of Mobile Communications" survey, which revealed 54% of adult mobile users would be willing to listen to or watch mobile ads in exchange for a 5% credit on their monthly phone bill.
"It's very expensive to change consumer behavior," said Alex Andronikov, executive vice president and general manager, mobile enterprise business at mobile marketing firm Adenyo, in a recent interview with eMarketer. By the same token, changing marketer behavior is often slow and challenging. But with the value exchange associated with mobile advertising, both consumers and marketers are learning to meet in the middle.
 
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