Rating: 64 % of UK consumers do not want advertising on their mobile
With Facebook finally announcing its mobile advertising plans (see our previous story here), the new advertising platform should mean that users will now see sponsored stories in their news feeds when browsing Facebook on their mobile phones. However, British and American consumers are warning of a potential backlash. As many as 67 per cent of US consumers do not want to be advertised to on their mobile phone. Which is kind of bad news for Facebook.These findings were revealed in the 2012 Digital Advertising Attitudes Report from Upstream, which commissioned YouGov to poll the online views of 2,054 UK adults aged 18 plus in the UK and 2,105 in the USA on a range of digital advertising issues.
The report warns that·over one in four (27 per cent) British and one in five (20 per cent) American consumers would stop using a brand’s product or services – such as the social networking site – immediately if they feel they are subjected to too much advertising.
A further one in ten (10 per cent) would complain about that brand to friends on social media and the majority of consumers (66 per cent) would unsubscribe from the brand in question.
The vast majority of Brits (64 per cent) and Americans (67 per cent) find it most unacceptable to receive unwanted advertising on their mobile.
Furthermore, 77 per cent of Brits and 73 per cent of Americans find banner advertisements on their mobiles irritating.
“Mobile has long been the next target in Facebook’s sights and speculation has mounted since it identified the lack of any monetization strategy for its 425 million mobile users in its IPO filing, ” commented Marco Veremis, president of Upstream.
He continued, “Facebook must be careful as it rolls out mobile advertising that it makes full use of the technology available to deliver messages which are compelling and intuitive for the consumer to receive on the unique mobile phone format.
By the very nature of mobile as consumers’ most personal and intimate device, it risks sparking a major backlash on privacy and user data grounds.”