A new Harris Interactive survey found that consumers would support advertising targeting cell phones in exchange for free phone features.
More than one quarter (26%) of cell phone users said they would be willing to watch incentive-based advertising on their cell phones.
About 7% of cell phone customers said they would be interested to extremely interested in receiving personally relevant text message advertising. The rest indicated they had no interest in receiving advertising text messages.
“Wireless service providers need to balance the value of advertising revenue with the potential of irritating their customer base, which could potentially increase churn,” said in a statement Joe Porus, vice president and chief architect at Harris Interactive.
According to the Cellular Telephony and Internet Association there are more than 218 wireless subscribers in the U.S. The Harris poll found that 9% of consumers use cell phones exclusively and have disconnected their landlines. About 39% of those surveyed said they would never disconnect their landlines.
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