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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