Firms that market to people’s mobile phones are only succeeding in alienating consumers, a new report reveals.
People are just as unhappy to receive ads on their phone as they are to receive spam on their desk top, the GfK NOP study found.
Two thirds of mobile users are fed up with mobile phone spam, while 64 per cent said they were annoyed by market offers that they had received from mobile phone providers.
The survey of 752 mobile users also showed that only 11 per cent of those who had received unsolicited offers had bought a product as a direct result.
A further 75 per cent of 45-54 year olds and 78 per cent of 55-64 year olds said that mobile spam offers were irrelevant to them.
Guy Talmi, senior marketing director at Pontis, which commissioned the survey, commented: “[This] shows that their inability to tailor services and content to the individual user’s interests and situation is not only failing to attract new revenue streams but – even worse – it’s alienating their customer base.”
Mobile operators should take action to prevent spam, the firm advised.