Australian mobile advertising research suports ad-funded model
Following on from my post about ComTel launching SMSPup in Australia, the media kit they sent me included research from 6500 of their opt-in members conducted in August 2008.
The results from the survey make interesting reading – and are for the Australian market:
• 50% would consider receiving ads to their mobile if they were relevant to their interests and reduced call and SMS charges
• 40% said they paid too much for their mobile usage or plan
• 80% said they expected mobile advertising would grow
• Following relevance, respondents would most look for humour, cleverness and simplicity in a mobile advertisement
• Most voted the mobile as the device they “could not live without”, followed by the laptop/PC and television respectively
• 80% of recipients were able to send and receive MMS, however nearly half had never used it
• A quarter of respondents did not think newspapers were subsidised by advertising
Source: ComTel research, August 2008
The last point – that 25% of respondents did not think newspapers were subsidised by advertising completely blew me away! I bet that they also think that Google doesn’t have ads.
The finding that “following relevance, respondents would most look for humour, cleverness and simplicity in a mobile advertisement” echoes everything I have been saying about mobile advertising.
Make it interesting, make it relevant and make it fun – and consumers will accept and want to keep consuming mobile advertising.