Australians Put Up With “Intrusive” Mobile Ads For Free Content

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11 September 2015. Smartphone users in Australia find mobile advertising intrusive, but admit that it does bring them certain advantages, according to research by Deloitte. Around 80% of respondents, across all age groups, said they found mobile advertising to be more intrusive than ads on TV and on their desktops. However, half did admit that they were willing to accept these intrusive ads as if it gave them access to content for free. Younger people, aged under 30, were especially willing to see ads in exchange for free content. Location-based ads were less popular, though, with under 40% saying they were willing to receive these kinds of ads. The Australian mobile advertising market is worth an estimated 1.4 billion US dollars, with mobile ads accounting for around 30% of digital ad spending and 13% of overall ad spending.

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