May 2013
Featured in this insight: Financial services, IT & telecommunications, Retail
Mobile phone users calling for "sponsored" bills, says market research: Telecoms market research carried out by Guavus, a big data analytics company, has suggested that there is a market for telecoms companies to offer reduced tariffs in return for consumers viewing mobile advertising. Recent figures from the Internet Advertisers Bureau suggest that mobile advertising in the UK has grown by almost 150%, with total digital spending on advertising tipping £5bn in 2012.
As yet, mobile phone operators have been slow to tap in to this potential market – despite the fact that, according to the survey of 2,545 smartphone users based in the UK, 43% would be open to selling data to third parties in order to offset tariff price increases. This is particularly true of the younger respondents, with more than half of 16–24 year olds stating they would be comfortable selling their data, compared to only 26% of 55–64 year olds.
Still, whilst not all were comfortable with data being shared with third parties, more than 4 in 5 (84%) believed that operators should use customer usage data to tailor packages to individuals – more than half of those questioned would welcome packages similar to O2’s ‘More’, through which the consumer receives tailored discounts.
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