A PriceWaterhouseCoopers study has shown that American mobile shoppers are put off by smartphone ads, with more than half wanting no mobile ofers at all. Especially the younger generations perceive these ads as intrusive.
Mainly young people
56 % of American smartphone users do not want offers on their device, with only 10 % ready for daily offers or promotions. 22 % believes one promotion per week is still acceptable, while 12 % put the limit on one per month.
It is remarkable that mostly young people are put off by unwanted offers: in the category ‘18 to 24 year olds’, about 50 % does not want any offers, while 61 % of the ’25 to 34 year olds’ also wants to remain free of offers. Both groups probably are so used to the “content on demand” concept that they resist unwanted ads.
The biggest annoyance with mobile commercial messages is that they are obtrusive, with an overflow of information and no option to turn off these messages. Pwc thinks it is still possible to entice mobile shoppers with mobile ads, as 54 % has indicated they would be interested in ads that are geared towards their personal interests, while 25 % would appreciate ads based on their location.