Mobile Users Open To Ads, Not To Land Lines

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Mobile phone users are showing an increased interest in a give-and-take advertising system. According to Harris Interactive, 26 percent of mobile phone subscribers say they’d swap attention for free stuff.

By free stuff, they mean free applications for their phones. By attention, they mean they’d watch an advertisement on their phones.

And though it seems like an insignificant number on the surface, 7 percent demonstrated a willingness to receive relevant promotional text messages.

That’s because 7 percent of 200 million, shortly put, is a lot.

“This seven percent coalition of the willing’ represents a huge market given the fact that there over 200 million cell phones in the United States,” said Joe Porus, Vice President and Chief Architect for Harris Interactive.

“Wireless Service Providers need to balance the value of advertising revenue with the potential of irritating their subscriber base which could potentially increase churn.”

Harris Interactive said the advent of mobile advertising is a sign that wireless communications is changing the nation’s social fabric and the way people communicate.

Thirty-eight percent of survey respondents regard the mobile phone as their primary communication device. Nearly as many consider mobile phone service to be more personal and direct than land line phones.

Nearly 10 percent have abandoned land lines altogether, with over half considering to do the same.

“Ma Bell could become a name for Trivial Pursuit before you know it as more and more consumers are cutting the cord and going wireless only. Ultimately consumers see wireless as a more convenient, cost effective and personal form of communication. So, targeted cell phone advertising seems a natural development in the wireless phenomenon.”


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