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Czechs would welcome advertising that would recognize their location

27. March 2008

According to research by Vodafone and the Millward Brown agency, more than half (63%) of mobile phone customers between the ages of 20 and 40 would like to get advertising on their mobiles related to their current location or where they live. By the same token, the majority of them (81%) would only like to receive advertising regarding the region that interests them. 71% of customers did not require further benefits in exchange for mobile advertising. The research also revealed that: The most preferred mobile advertising channel is SMS (text messages), which the advertiser sends directly to the customer – 77%. Customers have the most interest in receiving advertising about: fashion (52%), music and film (48%) and mobile communications (45%).

According to research by Vodafone and the Millward Brown agency, more than half (63%) of mobile phone customers between the ages of 20 and 40 would like to get advertising on their mobiles related to their current location or where they live. By the same token, the majority of them (81%) would only like to receive advertising regarding the region that interests them. 71% of customers did not require further benefits in exchange for mobile advertising.

The research also revealed that:

  • The most preferred mobile advertising channel is SMS (text messages), which the advertiser sends directly to the customer – 77%.
  • Customers have the most interest in receiving advertising about: fashion (52%), music and film (48%) and mobile communications (45%).
  • 71% of customers would accept mobile advertising without any benefits at all, as long as the ad related to their interests or was concerning their favorite brands.
  • 29% of customers would expect 1 to 2 SMS for free after having received a mobile ad.
  • 61% of customers would like to get ads on their mobiles related to their current location.
  • 63% of customers would like to get ads regarding where they live.

Výzkum realizoval Vodafone ve spolupráci s agenturou Millward Brown v průběhu ledna a února 2008 na reprezentativním vzorku 400 zákazníků všech mobilních operátorů v ČR ve věku 20-40 let.