Australian mobile advertising research suports ad-funded model

 In advertising

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.

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Based in London, Practical Futurist and former Global Managing Partner at IBM, Andrew Grill is a popular and sought-after presenter and commentator on issues around digital disruption, workplace of the future and new technologies such as blockchain. Andrew is a multiple TEDx and International Keynote Speaker.