Marketers have been hearing the phrase "this is the year of mobile" for so long now that the phrase has become cliché. But the "year of mobile" will never actually come to fruition if consumers aren't on board, and a new study from BIGresearch shows consumer opinion moving in the wrong direction.
Since June 2008, the percentage of consumers who do not like mobile advertising has grown, Adweek reports. Anti-advertising sentiment jumped at least three percentage points across nearly every aspect of mobile advertising; 67 percent of consumer don't like text ads, 60 percent don't like voicemails, and 60 percent don't like video ads. On top of that, 58 percent of consumers now feel that mobile advertising should be an opt-in only practice.
Mobile is also experiencing something of a gender gap, with 58 percent of mobile marketing users being male.