UK consumers have little appetite for mobile ads - research

UK mobile consumers have little appetite for mobile ads, according to a new report from Deloitte. The report finds that UK consumers are prepared to pay up to GBP 36 per month for next-generation mobile broadband. In the UK, 88 percent of mobile phone owners ignore mobile ads they receive. the UK, text messaging remains the most popular way for smart phone owners to communicate. On a given day, 40 percent of all smartphone users visit a social network, 52 percent use mobile e-mail and 84 percent text message. Only 9 percent of UK mobile customers have taken action after receiving an advert on their mobile. Factors that would encourage users to respond to mobile advertising are: searching for a bargain 13 percent; free use of an app or game 8 percent; ad comes from a brand or product they trust 7 percent; location 6 percent. However, 36 percent of UK mobile consumers just deleted mobile ads.