Getting mobile users to do anything besides talk is challenging. Users are more likely to interact with mobile multimedia if the cost is low and getting them to view mobile ads that pay for content is not easy according to a study from 3ple-Media.

Over half of respondents in the study said they would pass along ads to others in exchange for a variety of incentives. Free downloadable music tracks had the highest percentage of “quite likely” and “most likely” responses, second only to free talk time minutes.

When considering unsolicited mobile messages, 96 percent of respondents considered the messages as spam if they came from brands. Messages from operators were less likely to be viewed in the same way.

“There’s a debate within many mobile carriers: do they simply become a mobile IP connectivity provider, or also seek to ensure ARPU growth by becoming their subscriber’s mobile multimedia service provider?,” said StJohn Deakins, chief commercial officer for 3ple-Media.

Western Europe has the highest levels of text messaging usage and also has the lowest level of trust with 12 percent saying the trusted mobile advertising. The second lowest level of trust came from the Asia-Pacific region with 17 percent and is another leading region for text messaging use.

Making sure messages coming from mobile carriers instead of brands could help to improve those numbers, but the offer itself is also important.

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