Advertisements on mobile Internet and TV services are "irritating" for consumers, according to new research by Universal McCann. Branded content and opt-in Bluetooth downloads are better ways to reach the millions of people worldwide using portable gadgets such as phones, music players and games devices, the study suggests.

 

In fact, consumer preferences in the mobile domain are pretty much the same as in traditional media, says Tom Smith, Universal McCann research manager.

 

"People like something that provides a benefit such as access to content, things like sponsorship, branded content, giving stuff away like Coca-Cola gave away songs on iTunes," Smith says.

 

In fact, advertising might be more displeasing in the mobile environment. "People always complain about things that are interruptive and that still works in traditional media but in this environment consumers have so much choice where they source content from and if it detracts from the experience they will go elsewhere," Smith says.

 

The survey, which covered 9,500 people with a mobile phone and an Internet connection in 21 countries, suggests the marketing opportunity to reach gadget users is bigger than ever.

 

Two out of three respondents own a portable music or media player, 45 percent have a laptop, while 28 percent use a portable gaming machine.

 

U.K. users are fonder of new portable technology and services than U.S. consumers, it appears. In the U.S. market,  voice calls still account for 65 percent of mobile phone usage while data use is 20 percent.

 

In the United Kingdom, 50 percent of all phone usage is for data, particularly text messaging, and only 40 percent is voice.

 

Japanese users have the highest usage of data services, with voice calls accounting for only 24 percent of mobile phone usage.

 

Users are most likely to pay for music, movies and games and least likely to pay for user-generated content and podcasts.

 

The study also found that although users frequently access content illegally,  convenience and ease of use is as important as getting something without paying.

 

Also, despite the huge investment in podcasting from media owners such as the BBC, Channel 4 and the Guardian, only 21 percent of U.K. respondents use the content.

 

Globally, about 20 percent do so, with the greatest usage by users in countries such as Russia and China where the traditional media is tightly controlled. Users in the developing world were the most receptive to advertising, particularly Mexico, China and Thailand, while users in the United States, France and the United Kingdom are least receptive.

 

On a mobile phone, the best forms of advertising were opt-in Bluetooth formats that provide information or vouchers direct to the mobile, popular with 72 percent of the global sample, and sponsored search results. Adverts on mobile internet pages and TV advertisements on mobiles were rejected by 61 percent of respondents.