Even though the number of mobile Web users has been increasing steadily over the years and marketers have pitched every year as “the year of the mobile”, mobile marketing now seems to be facing some serious hurdles.
A survey of 22,000 US consumers conducted by BIGresearch shows that consumers are increasingly expressing a negative attitude towards mobile marketing.
The percentage of people who are not in favour of mobile marketing has grown since June 2008.
67% of consumers surveyed said they dislike text ads, up from 64% in 2008. 60% dislike voicemail ads, also up from 57% in 2008. And 60% dislike video ads, up from 56% in 2008.
In fact, 52% of consumers surveyed actually felt that mobile marketing is an invasion of privacy. This number too is up from 2008.
The majority of users expressed the view that marketers should take prior permission before sending any such ads to consumers.
These findings are sure to give some sleepless nights to mobile marketers, who must now find a way to get their ads across to users without upsetting them, as that would defeat the whole purpose of advertising.
On a more general note, it was found that the mobile marketing audience consists of 58% males. The average age of these users is 39.2 years. These users also tend to access social networks in large numbers. 38% use Facebook, 23% use MySpace and 13% use Twitter on a regular basis.