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Apr. 23, 2007

U.K.-based survey firm Q Research says that teens prefer to receive targeted advertising messages on their cell phones.

Overall, about 32 percent of the 11 to 20 year-olds questioned by Q Research said they would be happy receiving advertising messages on their cell phones.

But approximately 71 percent did say that they would like to receive advertising targeted to their particular interests. Another 76 percent of teenagers said they would be willing to view mobile advertising in exchange for discounts or special offers.

"This study questioned respondents on a number of mobile advertising related topics, including preferred frequency for receiving ad messages, location-based advertising and benefits for receiving them," said Liz Nelson, Q Research's executive chairman.

The responses show that 11 to 20 year-olds have strong feelings about the way advertisers should communicate with them via mobile phone.

It also means that these are impacted by the respondent's gender, age, mobile phone network and ethnicity."

Q Research's survey also revealed that young people prefer picture messages on their mobile phones to both video and text ads.

However, only boys under age 16 preferred video ads, with almost three-quarters saying they would like to receive them.

The survey was sent to 1,500 young people in Britain aged 11 to 20 in January of this year.

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Source: Wireless Week