The vast majority of mobile users are annoyed by advertising they receive on their phones, according to new research

A survey of 2,000 mobile phone users by Nielsen/NetRatings found that despite being more open to adverising online and on TV, 92 per cent of respondents find mobile phone ads irritating.

Some 73 per cent of internet users also felt they were over-exposed to advertising. Three quarters said they would prefer to use a search engine to find the products and services rather than seeing ads.

Seventy five per cent said that they used search engines as their first stop when looking for local retailers.

Two thirds wanted ads to be more targeted; 56 per cent said they saw at least some some relevant ads online and while 53 per cent said the same of television.

Other surveys have reached similar conclusions about mobile ads and in particular, SMS ads, finding that people are more receptive to targeted ads.

Blyk aims to prove that point and has recently launched a mobile network in the UK for youngsters between the ages 16 and 24, offering users free texts and talktime in return for sending them ads on their phones.

Related Topics: General Marketing