The 50 plus’s low uptake of texting and other non voice services on mobile phones is always quoted as ‘proof’ of older people’s reticence to use technology. The fact that the SMS is used by large numbers of older people even though the mobile phone was designed assuming its users have 20/20 vision and perfect finger dexterity, is rarely mentioned.
Anyway, I thought this research about the uptake of advertising on the “4th screen” was interesting as it suggests that people are not too happy receiving advertising on their mobile phone, PDA or whatever other mobile device they carry about. Blogs and RSS are seen as more interesting to US marketers than all things mobile.
This analysis is taken from an eMarketer newsletter. It goes on to say:
“A new report from Strategy Analytics expects mobile marketing to remain only a niche revenue opportunity, representing just 2% of the projected $47 billion online advertising spend in 2010”.
Strategy Analytics said that mobile advertising will be constrained by "low consumer acceptance of advertising on their handsets, device fragmentation and negative sentiment from carriers towards marketing supported content models."
I would think the research will show a different set of reactions in Europe and the Far East. My bet is the closer that advertising makes itself to games the more likely it is going to be to find acceptance – at least with the flying fingers of the bored 16 year old. Dick Stroud www.20plus30.com
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