Survey by Mobixell Shows Potential for Ad-Sponsored Rich Media Services
June 2, 2008 7:46 AM | Interesting | Comments (0)
Mobixell Networks, provider of mobile multimedia and advertising solutions, announced a new UK survey. The survey, taken by 832 mobile phone users, reveals a sizeable opportunity exists among the 16-34 year-old demographic to offer ad-funded mobile content via rich media services like multimedia messaging or mobile video services. The findings reveal that 35% of 16-35 year-olds would use more MMS and 29% would use more video services if they were offered free or discounted in return for receiving mobile adverts. |  |
Bearing in mind also that the 18-35 age group currently consumes 56% of today's mobile media content this offers access for advertisers to a young audience that makes up only 29% of TV viewers.
The findings make encouraging reading for mobile operators keen to increase uptake of mobile content as they highlight the potential for attracting new users to these services as well as encouraging more usage by existing users. Respondents across all age groups reacting positively to the use of ad-sponsored content in video services comprised of 35% who were existing video users and 13% were non users. For photo messaging 46% were existing users and 13% had not previously used the service but could be tempted to do so if the service were ad-funded.
Advertisers are also waking up to the potential for reaching mobile users with rich media content. According to a report from Jupiter Research, entitled "Mobile Advertising in Europe" (December 26, 2007), 58% plan to use MMS images, 56% In-stream video ads and 50% had plans for MMS video campaigns in the next 12 months.
The complete survey can be downloaded at http://www.mobixell.com.
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