Mobile advertising
2016 Acquisition and Retention Study report series

Mobile ads....do consumers like them or loathe them? As it turns out, not as many consumers mind receiving mobile advertising as you might think, particularly if targeted to their needs. And for even better traction? Offer consumers a reward in return for receiving mobile advertising.

• 47 percent of global consumers currently receive mobile ads from their operator - of which, only 4 percent prefer not to receive them
• Consumer frustration occurs when targeted ads are just not relevant
• 38 percent of consumers globally would be willing to receive more advertising in exchange for rewards or benefits.

Mobile advertising is part of the 2016 Acquisition and Retention Study report series. It provides insights into how consumers really feel about mobile advertising and where there may be opportunities for mobile operators to extend their mobile advertising offers.