Mobile users will pay to avoid ads

Market research company TNS says a growing number of mobile users are so averse to advertising that they are willing to pay a premium in order to avoid it. Although 56% of users believe that content downloads to mobile phones should be free of charge, 25% of respondents said they would rather pay for a download if it guaranteed them immunity from advertising. Younger users are more prepared to pay: 35% of 16-to-24 year olds are happier to pay for downloads than receive them with advertising, compared to 17% of 35 to 44 year olds. The company says mobile providers risk losing customers if they don't offer chargeable but ad-free downloads. [Press release; pdf]