Users tolerate Ads on Mobiles like TV Advertising, claims Survey

Mobile users find SMS marketing as acceptable as TV or radio advertising claims research conducted by Enpocket, a wireless media sales and technology company. Findings suggest that people regularly exposed to 3rd party SMS marketing from a trusted service provider view it as favourably as TV and radio advertising, and significantly more favourably than direct mail or telesales.

The Enpocket study brings together research compiled through ICM telephone surveys with 5,000+ mobile phone users, pre and post, over 150+ campaigns between Sept 2001 and July 2002.

The surveys asked the question: 'How acceptable do you find the following forms of advertising?' The results below reveal that the degree of acceptance for SMS marketing is significantly influenced by the level of exposure and the knowledge that marketer messages were being controlled by a known and trusted service provider.

Highest levels of acceptance, on a par with TV and radio, were among consumers receiving regular marketer messages and knowing these are controlled by their mobile network operator or portal. Acceptance was as strong as that for established media such as direct mail and magazine inserts among users exposed to the same messaging but receiving this from various other sources.

By contrast, says the report, there were low levels of acceptance among the wary 'uninitiated' yet to experience SMS marketing who assume it may be be as unacceptable as direct mail, nearly as unacceptable as telesales.

Since the research did not look at the effect of receiving marketing through the phone in a haphazard and uncontrolled way - such as spamming through email - it is difficult to judge the value of the findings. Mobile phone operators may find establishing what is spam and what is acceptable use of the person's phone number just as difficult as ISPs do now.

The report concludes that permission-based SMS marketing via a carrier or portal is the least unacceptable form of advertising of those researched, which included magazine inserts, direct mail, television and radio ads and telesales.

Commenting on the research, Jonathon Linner, CEO of Enpocket, said: 'What this research highlights is that as understanding of good wireless marketing increases, so does acceptance. Consumers appreciate the potential of the medium to deliver marketing communications of value to them. However, key within this is the brand strength of the media owner and the trust consumers have in them to manage communications well. Just as an opt-in alone does not determine the quality of the media, the way a marketer's message is perceived depends on the context in which it is viewed.'

The report warns that success will also depend on good practices such as permission holder identification in each message; clear opt-out procedures; careful management of the quality and volume of messages; no duplicate messaging; and constraint of spam.

Associated Link: Enpocket website

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