Study: Users Accept Wireless Ads
Nov 17, 2000, 12:32 PM
Digitrends.net - The results of a recent wireless services trial in Sweden suggest users of mobile devices are accepting of direct marketing efforts. The study was conducted for wireless company Ericsson and Mediatude, a developer of marketing tools, by research firm Netsurvey. Their results show that not only did consumers accept the idea of receiving targeted advertising information along with wireless Internet content, but that they also noticed and remembered advertising messages. More than 60% of those involved in the trial said they liked receiving advertising messages targeted to their profile. Almost 20% sought more information after seeing the advertisements. This study helps corroborate similar results published in September by Quios and Engage. In that test, 79% of the respondents reacted to wireless advertising positively.