20% of mobile users would be ok with cell phone ads

Though consumers aren’t wildly enthusiastic about mobile advertising, about 20% of wireless phone users in a recent survey would find some form of advertising on their mobile handsets to be acceptable, reports In-Stat. Of that group, roughly half were open to having advertisers subsidize the cost of premium services such as directory assistance, ringtones and messaging. Location-based ads and opt-in advertising will also find some acceptance.

The most important categories of brands for consumers were musical artists (most spending was in the form of ringtones) and the general category of sports. Survey respondents indicate an increasing acceptance of the mobile handset as a device used to access voice and non-voice information services. The survey found that 40% of mobile users are paying for non-voice communication services such as text messaging, picture messaging and mobile email as part of their wireless phone service.