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Following on from my post about ComTel launching SMSPup in Australia, the media kit they sent me included research from 6500 of their opt-in members conducted in August 2008.

The results from the survey make interesting reading - and are for the Australian market:

• 50% would consider receiving ads to their mobile if they were relevant to their interests and reduced call and SMS charges

• 40% said they paid too much for their mobile usage or plan

• 80% said they expected mobile advertising would grow

• Following relevance, respondents would most look for humour, cleverness and simplicity in a mobile advertisement

• Most voted the mobile as the device they “could not live without”, followed by the laptop/PC and television respectively

• 80% of recipients were able to send and receive MMS, however nearly half had never used it

• A quarter of respondents did not think newspapers were subsidised by advertising

Source: ComTel research, August 2008

The last point - that 25% of respondents did not think newspapers were subsidised by advertising completely blew me away!  I bet that they also think that Google doesn’t have ads.

The finding that “following relevance, respondents would most look for humour, cleverness and simplicity in a mobile advertisement” echoes everything I have been saying about mobile advertising.

Make it interesting, make it relevant and make it fun - and consumers will accept and want to keep consuming mobile advertising.

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One Comment

  1. 4Avatars v0.3.1 August 26, 2008 at 11:46 | Permalink

    Peggy Anne Salz provides her own perspective on the SMSPup launch over at msearchgroove

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