UK Users: We'll Watch Ads for Free Content

Global accounting and consulting firm KPMG surveyed mobile consumers in 19 countries and collected a range of data regarding attitudes toward mobile advertising, content and services. Some of the findings are contrary to the "consumers are hostile to mobile advertising" narrative and related figures that have come out in the recent past. In particular Nielsen found the following (as paraphrased in a Citibank research note): 

In the U.S. 68% of mobile data users are opposed to mobile Internet ads, even if those ads subsidize a portion of their mobile bills. Only 8% feel mobile ads are trustworthy, and 87% are not open to mobile ads even if those ads are relevant to their interests. However, in Europe, users are more open to mobile ads – In France, Italy and Spain, 41%, 52% and 54% would be receptive to mobile ads if they lowered their bills.

The KPMG "global Consumers and Convergence survey" produced the following highlights:

The Nielsen data quoted above argue that EU residents are more open to mobile ads. But results can also be dramatically impacted by the way questions about mobile advertising are framed. If consumers see an obvious benefit or a way to avoid costs, many of them will embrance advertising. If the questions are framed in a way that emphases the ad rather than the benefit, they're less inclined to accept it -- or even overtly hostile toward it.

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