• by Jack Loechner , Staff Writer @mp_research, May 4, 2007

Britain's Teens Want Quid Pro Quo For Mobile Advertising

Current findings from the latest Q Research survey on what Britain's young people think about receiving advertising messages on their mobile phones shows that 32% of the 11-20 year olds surveyed said they would be happy to receive advertising messages to their mobile phones. However, 71% agreed they would be willing to receive advertising messages if targeted to their particular interests.

Three options for receiving advertising messages showed a significant swing from the initial unenthusiastic response, says the report. Top up credit proved to be the most popular, particularly with pay-as-you-go customers, with eight out of ten willing to receive ads in exchange for PrePay top-ups credit.

Interest in Advertising On Mobile Phone(% of respondents)
Acceptable trade-off	% of Respondents
Willing to receive ad on mobile	32%
Willing if ads only on things interested in	71
Willing if ads in exchange for discounts or special offers	76
Willing if ad in exchange for credit	82
Source: Q Research, April 2007

Dr Liz Nelson, Q Research's Executive Chairman, says: "This survey... show(s) us that 11-20 year olds have strong feelings about the way advertisers should communicate with them via mobile phone, and that these are impacted by the respondent's gender, age, mobile phone network and ethnicity."

The results showed that young people would prefer picture advertising messages on their mobile phones, with both video and text ads less popular. The main reason for the unpopularity of video ads was concern about the price of receiving these files. Only boys under 16 chose video ads, with almost three-quarters saying they would like to receive them.

Advertising Type Preferred on Mobile Phone (% of respondents)
Ad Type	% Preferring
Text ads	45%
Video ads	53
Picture ads	70
Source: Q Research, April 2007

Julian Smith, Insight & Research Director at media agency MEC Interaction EMEA, commented, "... These users have an intimate relationship with the mobile phone, so push advertising messages need to be tightly targeted, more so than with any other channel..."

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