Studies Show Mobile Users Getting More Comfortable With Ads

Consumer research conducted by inMobi, comScore, Nielsen, and Oracle shows that owners of mobile devices see the value of advertisements appearing on their phones, as long as the ads are targeted to their needs and they get something in return. According to the surveys, 50-60 percent of mobile phone users accept the idea of mobile phone ads, but want free content or a discount on their phone bill as incentives. And they want the ads to be personalized and customized to their location. While some marketers believe fulfilling these requests would be expensive for advertisers, the impact of reaching consumers directly with focused, personalized messages may justify the costs.