The advertising industry is really keen on sending targeted, personalised adverts to people's mobile phones. The problem is, people aren't that keen in return. That's the message from a survey conducted in the US by Maritz Research, which found that two thirds of respondents said they were unlikely or definitely unlikely to subscribe to "texted retail offers" sent to their phones.
Meanwhile, a separate survey by Nielsen/NetRatings found that 92% of people would be irritated by receiving local business ads on their phones, while a third survey from Harris Interactive found 74% of respondants saying that sponsored text links on their phones would be "totally unacceptable".
It's a big headache for both the advertising and mobile industries, which are counting on making big money from mobile advertising in the years ahead. They shouldn't necessarily be tearing up their business plans just yet, but it shows that the task of convincing mobile users to accept ads could be harder than first expected.
(via eMarketeer)
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