Engagement with mobile ads is increasing

Mobile phone users are increasingly inclined to click on mobile banner ads, with 27% doing so in February, according to a survey conducted by ABI Research. This compares with 21% of mobile phone users clicking on banners in the company's last survey on the topic, conducted in December 2008.

The study, "Mobile Marketing Consumer Surveys," which polled 1,003 U.S. mobile phone users online, also found that resistance to receiving promotions on a mobile phone is eroding: About 45% of respondents said they would accept such promotions as coupons and discounts via their phones if they had some control over the process. Only about 36% in the earlier survey would accept those kinds of promotions.

However, privacy concerns are increasing: 76% of respondents said security around making purchases using their mobile phones is a major concern, up from 71% in the previous survey.

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