Mobile Marketing is Good for Advertisers, but 79% of Consumers Find it Annoying: Report

Some 79% of online consumers in U.S. find the idea of ads on their mobile phones annoying and only 3% say they trust text ads on mobile phones, according to a recent Forrester Research report on the state of the mobile-marketing industry titled "Is the U.S. Ready for Mobile Marketing?". 

Advertisers love mobile marketing because they can target by location, demographic and create actionable responses. 

Mobile marketing spending has increased from $45 million in 2005 to an anticipated $150 million in 2006, and is expected to grow to nearly $1.3 billion by 2009, according to research firm Ovum.

By the end of 2006, advertising delivered via mobile phones will have a turnover of $1.9 billion worldwide, according to a new study from ABI Research. Compared to the $60 to $70 billion spent annually on broadcast television advertising in the United States alone, it is insignificant. However ABI Research sees the compelling benefits of well-executed mobile advertising and expects that over the next five years this market is set to enjoy double-digit growth rates. 

See related discussion at AdAge and MarketingVOX. More from Forrester is here.

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