Students Want Mobile Ads? Or Students Want Money?
from the different-ways-to-read-the-results dept
Given the way most people feel about email spam, it's not hard to understand why study after study after study has shown that almost no one wants mobile spam. Due to the way people use mobile phones, it's just that much more intrusive. So, it was a bit surprising to see a headline claiming that Students Ready to Accept Cell Phone Ads. Once again, you need to look at the details to figure out what's going on here. Basically, the study was saying that students would accept ads in exchange for money -- which really isn't that surprising given the financial status of most students. That doesn't mean they'd pay attention to the ads. In fact, that's the worst kind of ad viewers for advertisers. The advertisers would have to pay extra, and the ad recipients would mostly just be doing it for the money anyway -- and thus, much more likely to ignore the ads. Mobile advertisers need to learn that the only type of advertising that's going to work is advertising that's pull, not push (that is, the user needs to specifically request it at that moment, not "opt-in" to be bugged periodically). Even so, there are other problems with this study as well. It claims, excitedly, that only one-third of students claimed they were "annoyed" with ads they had received on their phones -- an absolutely stunning drop from 92% who were annoyed just ten months ago. However, it looks like, perhaps, there was something wrong with the way the question was worded. Only one-third said they were annoyed by the ads they received, yet 55% said they were less likely to buy a product that was advertised via a mobile phone ad. So, they weren't annoyed by it, but it made them less likely to buy? It's tough to have faith in most of the rest of the study after that.