Study: Consumers Split on Wireless Advertising

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A study of consumer attitudes about wireless advertising paints a mixed picture for the medium in the United States and Europe.


Though the study by the Arc Group, London, and the Wireless Advertising Association found a majority of people in both regions are receptive to the idea of providing personal information in exchange for targeted wireless advertising, a significant minority oppose the idea.


The study, culled from a consumer survey of mobile advertising users across the United States and Europe, found 30 percent of those in Europe are either extremely willing or very willing to receive wireless advertising while 24 percent of U.S. consumers are extremely or very willing.


Yet 39 percent of Europeans are not very willing or not willing at all to receive offers, as are 35 percent of U.S. consumers.


Many respondents were on the fence, as the largest category in the study was somewhat willing, cited by 31 percent of Europeans and 41 percent of U.S. consumers.


Regardless, the Arc Group forecasts a strong future for mobile advertising worldwide with Western Europe and the Asia Pacific region taking the lead in terms of revenue share over the next five years.


"The results from our industry and consumer studies clearly indicate the growth potential of mobile advertising, provided that campaigns are precisely targeted, and deliver relevant information to end users," said Richard Jesty, Arc Group consultant and lead author of the study.


The breakdown of people's willingness to give personal information is as follows:


· Europe: extremely willing, 8 percent; very willing, 22 percent; somewhat willing, 31 percent; not very willing, 25 percent; not at all willing, 14 percent.


· United States: extremely willing, 7 percent; very willing, 17 percent; somewhat willing, 41 percent; not very willing, 20 percent; not at all willing, 15 percent.


The results are part of the Arc Group's new strategic report, "Mobile Advertising - New Business Models and Interactive Branding."


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