• October 3, 2006

Almost eight out of 10 mobile users--78 percent--said they would be "happy to receive" mobile advertising targeted to them--and within this group, 64 percent would provide personal details to improve ad relevance, according to a new study carried out by Harris Interactive for Enpocket. The study heralds a new era of ad-supported mobile features, according to Mike Baker, Enpocket's CEO. For the study, Harris surveyed 1,240 adults in the U.S., U.K. and India, age 16 and over, who have used the Internet on a mobile device this summer. In addition, 58 percent of respondents would prefer banner ads displayed on mobile Internet pages to mobile marketing text messages. "Ad-support is really a turning point for this medium," Baker said. "Now we'll have people creating services that consumers may not pay for, but still find useful."

--Erik Sass