Even with the assumption of "ad relevancy," a majority (56 percent) of U.S. smartphone users say they don't want to ever be targeted on their devices, at least according to a new PricewaterhouseCoopers (PwC) study.
Only 10 percent were okay with being ad targeted in such ways on a daily basis. Twenty-two percent of the total sample were okay with being targeted on a weekly basis and 12 percent were open to a monthly ad.
Somewhat surprisingly, the younger, mobile crowd had equally strong reservations. Half of the youngest profiled group (18-to-24 year olds) and 61 percent of the next group (25-to-34 year olds) were averse to any such targeting.
In follow-up focus groups, respondents explained that mobile ads are generally annoying and frustrating and usually interruptive and distracting to something else they are engaged in doing on their mobile device.
Asked to list their greatest concern around mobile advertising overall, the top answers were:
- "Crosses the line into my personal space," 30 percent;
- "Not able to turn them off," 24 percent;
- "Too intrusive to my lifestyle," 18 percent;
- "Too many," 18 percent;
- "Not relevant," 6 percent.
Regardless, when asked to rate the targeting criteria for mobile advertising, the most preferable option was by "Interests," 54 percent; followed closely by "Your current location," 44 percent. Scoring lower were "By previous online purchase history," 25 percent; "Based on types of website visited on phone," 24 percent; and "Based on types of websites visited on PC or tablet," 19 percent.
Other findings in the survey regarding the general acceptance of mobile ads:
- The top delivery complaints were the duration or size of ads, non-relevant content, and ads not based on their location.
- Mobile coupons and banner ads were significantly preferred for mobile advertising over video and text;
- Of those amenable to mobile ads at certain times, most preferred getting them when they are in a more "leisurely" mode, such as on weekends, just before they retire for the evening, while they're sleeping, or generally "out and about."