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Most Smartphone Owners Don't Want Ads Sent to Them



January 2012 -- Retailers thinking about taking advantage of the rise in popularity and use of smartphones to make contact with consumers via direct marketing may want to rethink their strategy.

Mblox, a mobile commerce technology provider, surveyed 2,003 U.S. mobile phone owners and most expressed that they do not want promotional messages -- email or text ad blasts, in-app advertising, or social media marketing messages -- sent to their devices.

When asked how they feel about marketing blasts and other mobile ads:



When examined by age groups, the study finds younger adults more receptive to marketers' messaging, but, as age increases, opinions about mobile marketing change:



 (Note:  The figures do not add up to 100% due to rounding.)

Source:  Internet Retailer, Smartphone Owners Don’t Want to Be Bothered, January 10, 2012.