More than half of consumers who use wireless devices to access the Internet would be responsive to receiving ads for products or services on the devices – even more if offered some kind of compensation or control of the advertisement in exchange. So says a new survey from San Francisco-based Telephia, Inc. When asked about their willingness to receive wireless advertising, 53% of Telephia`s panel of phone, PDA, laptop and two-way pager users expressed at least some receptivity; 6% said they`d be extremely willing to receive the ads, 13% said they`d be very willing, and 34% said they`d be somewhat willing. The remaining 47% were resistant to receiving ads on their wireless devices. However, when asked if they`d accept the ads in exchange for discounts on products and services, 19% of those initially somewhat to not at all willing changed their minds. An additional 17% of respondents initially unwilling to receive ads via wireless changed their minds and said they`d be receptive if they were given the opportunity to limit which companies accessed them with ads via the devices.
"The jury is still out with regard to wireless advertising, but we`re pleased to see already such a high level of consumer interest," said John Dee Fair, vice president of research and development at Telephia. Based on consumer interest, Fair sees location-based advertising down the road for wireless. "The day may soon arrive when your device will inform you about a sale at a nearby clothing store or discounted rates for a hotel at the next highway exist."
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