Youth attitudes to advertising on Mobile Phones

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Youth attitudes to advertising on Mobile Phones

• Dr Liz Nelson
• Executive Chairman, Q Research
• IAB Europe 26 January 2007

www.q-blue.com
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Researching young people via Mobile Phones

• Q Research is all about helping government,
  companies and organizations understand todays
  youth
• With high ownership rates, the mobile phone is
  the perfect tool to reach young people aged 11-35
• Regarded as one of the hardest audiences to
  survey this approach has many advantages,
  including high response rates, rapid turnaround
  times, accessibility and cost-effectiveness
• Topics covered range from latest trends to
  products, social issues to advertising campaigns

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Methodology

• Survey sent on 12th Jan by WAP message to 1611 Q
  panellists
• 827 panel members responded. They were sent a
  second survey on 15th January and 518 responded
  to the follow up questions
• 3 hours after sending out the surveys, 68 of the
  first and 75 of the second surveys total
  responses had been captured
• Results were surprising in the consistency of
  response across demographic range, including age,
  social class, employment status and type of
  mobile phone contract

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If you could choose to only receive advertising
messages about things you were interested in,
would you be MORE willing to receive ads?
Would you like to receive advertising messages on
your mobile phone?
lt16s, 16-19s, Scotland
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Would you be willing to receive advertising
messages to your mobile in exchange for discounts
and special offers?
(Neg. for gt25s)
Would you be willing to receive advertising
messages to your mobile in exchange for top-up
credit to your phone?
gt 25s
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How often would you want to receive advertising
messages to your mobile phone?
Tabloid, Males(Neg. for gt25s)
people who at any stage over the first 4
questions, replied yes to receiving adverts via
their mobile phones.
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What type of advertising would you prefer to
receive on your mobile phone?
Males (Neg. for gt25)
Tabloid
people who at any stage over the first 4
questions, replied yes to receiving adverts
via their mobile phones.
8
If you could choose to only receive advertising
messages about things you were interested in,
would you prefer them by mobile or by email?
Males, Broadsheet (Neg. for gt25)
Females (Neg. for, No Newspaper)
people who at any stage over the first 4
questions, replied yes to receiving adverts
via their mobile phones.
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About Q Research

• Founded in 2005, has its own panel of 11-35 year
  olds
• The first research agency to use 3G mobile to
  capture data, including WAP, pictures and videos
  from respondents
• Carries out weekly omnibus surveys and ad hoc
  researchas well as published syndicated reports
• This survey is part of the Q Young Minds Research
  Programme, which includes music, advertising,
  eating exercise, social networking and ethical
  consumption as its forthcoming topics

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Thank you!

• For more information please contact
  liam_at_q-blue.com
• 020 7710 5432/07779 336663
• www.q-blue.com