Mobile advertising research from USA

A new USA study from Harris Interactive has looked at the potential effectiveness of mobile advertising. 56% of teens and 37% of adults said they'd be interested in ads with incentives. Of these respondents, 80% of adults and 70% of teens said cash was the best incentive. Teens liked the idea of entertainment downloads (61%), free music (57%) and complimentary minutes (53%), while adults were most keen on free minutes (49%) and discount coupons (37%). Text messaging was the preferred medium, with 69% of adults and 64% percent of teens wanting their ads to arrive using SMS. [Press release; PDF]