Flying in the face of several recent reports that argue people are becoming more comfortable with mobile marketing BIGResearch has found the opposite. According to the firm, based on surveys of more than 15,000 US adults, "the percentage of people who don’t like mobile marketing has increased":

• Text ads: 66.8% don’t like (v. 63.5 in ‘08)
• Voicemail ads: 60.2% don’t like (v. 56.8% in ‘08)
• Video ads: 59.6% don’t like (v. 56.1% in ‘08)

In addition more people now say that "marketers need permission prior to sending an ad" (58% v. 55.6% in ‘08) and those who think they [ads] are an invasion of privacy (52.1% v. 49.5% in ‘08).

Here is BIG's profiling of "mobile marketing users" vs. "non-users" (those receptive and less receptive):

In our most recent consumer research we also found high levels of resistance to mobile advertising; however, the way the questions are framed helps determine the outcome. In addition there are often differences between attitudes and behavior in concrete situations.