Mobile Ads …. do consumers like them or loathe them?

Nokia recently completed 2016 Nokia Acquisition and Retention study shows what ads consumers would like to receive from their mobile operators.

Mobile advertising

Mobile ads… do consumers like them or loathe them? As it turns out, not as many consumers mind receiving mobile advertising as you might think, particularly if targeted to their needs. And for even better traction? Offer consumers a reward in return for receiving mobile advertising.

  • 47 percent of global consumers currently receive mobile ads from their operator – of which, only 4 percent prefer not to receive them
  • Consumer frustration occurs when targeted ads are just not relevant
  • 38 percent of consumers globally would be willing to receive more advertising in exchange for rewards or benefits.

Overall, consumers are more interested in receiving advertising content around device upgrades than any other type of mobile ads:

Mobile Ads Pic

Source: 2016 Acquisition and Retention Study

Nokia 2016 Acquisition and Retention Study
The Nokia 2016 Acquisition and Retention Study has been designed to help mobile operators understand current trends in consumer behaviour, in order to make more informed decisions when developing acquisition and retention strategies. The focus of this extensive study is to uncover the core drivers of customer retention by providing detailed and granular insights around consumer perceptions, causes of dissatisfaction and the likelihood to churn across several scenarios.