Hot off the heels of Google offering free Mobile Adwords until mid November and The Kelsey Group boldly predicting mobile search to generate more than $1.4 billion in ad revenue by 2012, comes a new survey from Nielsen/NetRatings and WebVisible, which shows a whopping 92% of 2000 U.S. Internet users surveyed, felt that receiving local business ads on their cell phones would be “irritating.”

This doesn’t bode well for mobile marketers and SEO’s who are hoping to cash in on the mobile hysteria, particularly when the same survey revealed that nearly 75% of U.S. Internet users believe they are overexposed to advertising.

Here are some additional highlights from this highly informative survey:

1. 56% “only get ads they want or need” from the Internet and 53% from television.
2. 80% researched a product online and bought it at a brick-and-mortar.
3. 74% use search engines to find local businesses in retail and services versus:
Print Yellow Pages - 65%
Internet Yellow Pages - 50%
Newspapers - 44%
White Pages - 33%
TV - 29%
Consumer Review Sites - 18%.

And don’t for a minute assume that Internet Users aren’t influenced by consumer ratings and reviews. 67% said they would “probably avoid a restaurant with only two stars”, while 90 percent said a hotel review that said it was “noisy with uncomfortable beds” would keep them away!

What does this all mean? Well once again, the truth lies somewhere in between as the mobile space is massive and the monetization potential enormous.

As it stands, the existing advertising models aren’t going to work for two reasons one; poor user web experience on phones and two; same old advertising ideas! This survey clearly shows that if you want to market on mobile devices, you’ll need to make it more like the web and TV and not the same old, same old!

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4 Responses to “Mobile Marketing Survey Says…..”

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1. MArketing Móvil (II Parte) « MiraLoQueVeo.com : publicidad y otras cosas que vemos Says:
   October 22nd, 2007 at 12:27 pm

   […] Los expertos ven un filón en esto de la publicidad en el móvil y nos guste o no (según un estudio de Nielsen, el 92% de los encuestados considera irritante recibir mensajes publicitarios en el móvil) esto […]

2. eTc :: El blog de Marketing en Español » Blog Archive » ¿La publicidad online ya no gusta? Says:
   October 23rd, 2007 at 12:07 am

   […] datos en Search Engine People Publicado por Liz Martinez en Publicidad online, Marketing, Marketing online, Marketing móvil […]

3. Un volantazo hacia el Blog marketing « Publicidad En Internet Says:
   October 25th, 2007 at 3:30 am

   […] un estudio elaborado por Nielsen NetRatings, el 92% de los encuestados considera irritante recibir mensajes […]

4. Adwords blog by Brian Carter Says:
   March 15th, 2008 at 7:34 pm

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   In our experience, we’ ve seen how click to call can increase sales conversions and improve the overall buyer experience, but across the globe we’ re seeing that largely, consumers still prefer to speak over the phone than through their PC. That’s…

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