12 Lessons for Mobile Advertising Success

Consumers Want Relevance, Convenience, Security and Incentives

London, UK and Newton, MA, USA - 5 June 2008 - The latest report from the Strategy Analytics Wireless Media Laboratory, "12 Rules for Consumer Acceptance of Mobile Advertising," evaluates ten alternate models for mobile advertising with our panel of mobile consumers. Almost two-thirds of respondents would accept some form of mobile advertising as long as the system is convenient to use, their personal details are secure, the advertising is relevant and there is some incentive to participate. This report details user reactions to different mobile advertising models and prioritizes the range of incentives which will maximize acceptance.

Strategy Analytics probed user perspectives on mobile advertising in four group sessions conducted in late May 2008. Ten different business models for mobile advertising, ranging from mobile coupons to advertising ringback tones, were evaluated.

Kevin Nolan, Vice President of User Experience Research, commented, "We have identified 12 pain points which, if addressed, will dramatically improve the acceptance and efficiency of mobile advertising. All members in the ecosystem need to be aware of the TRIC imperatives: Trust, Relevance, Incentive and Convenience surrounding mobile advertising."

% of Respondents Willing to Accept Mobile Advertising

Source: Strategy Analytics

David Kerr, VP at Strategy Analytics added, "Advertiser supported content, mobile coupons and Mobizines are the most appealing of the ten advertising approaches evaluated by our panel. Users were least receptive to Advertising Ringbacks and location-based SMS models. While voice and text incentives topped users' list of preferred incentives, interest was concentrated in the most price-sensitive prepaid customers."

This user experience report, "12 Rules for Consumer Acceptance of Mobile Advertising,"can be accessed by clients to the Wireless Media Laboratory service at: http://www.strategyanalytics.com/default.aspx?mod=ReportAbstractViewer&a0=3981


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