Tags: 12 Rules for Consumer Acceptance of Mobile Advertising, Percent of Respondents Willing to Accept Mobile Adverti, Strategy Analytics, Strategy Analytics Wireless Media Laboratory, strategyanalytics.com

Consumers Want Relevance, Convenience, Security and Incentives

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.”

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: www.strategyanalytics.com/press/pr00563.htm

For the chart, “Percent of Respondents Willing to Accept Mobile Advertising,” see www.strategyanalytics.com/press/pr00563.htm

About Strategy Analytics

Strategy Analytics, Inc. focuses on market opportunities and disruptive forces in the areas of Automotive Electronics and Entertainment, Broadband Connected Home, Mobile & Wireless Intelligent Systems Implementation Strategies and High Frequency Market intelligence. www.strategyanalytics.com

Contacts

Strategy Analytics, Inc.
US Contact:
David Kerr, +1 262-646-8974
dkerr {at} strategyanalytics(.)com
or
European Contact:
Kevin Nolan, +44(0) 1908 423 609
knolan {at} strategyanalytics(.)com