Harris Interactive has conducted a research and found that consumers are open to receiving advertisements on their cell phones. The research covers current levels of consumer interest in mobile phone advertisements, preferences and the willingness of consumers to be profiled. It emerged that 35 percent of adult cell phone users are willing to accept incentive-based advertisements such as 78 percent said the best incentive would be cold hard cash, free entertainment downloads and discount coupons. Over half (56 percent) of interested in receiving ads on their phone said they would prefer to receive them via text message, while 40 percent would like to receive them as a picture message. Less than one-quarter of adults would choose to receive them as videos (24 percent), while others would have them transferred automatically to email (23 percent), as a voice message (22 percent) or something else (7 percent).
30 percent are willing to receive the ads for the right incentive, 20 percent would receive them if they have control to turn them on or off.
However adult users of mobile phones interested in mobile advertising stated that they would prefer such options as: the ability to opt out (66 percent); Choosing the type of ads to be received (56 percent); Choosing the number of ads to be received in a given period of time (48 percent); providing a profile of desired areas of interest so only specific ads are sent (43 percent)