DUSSELDORF: Mobile advertising is slowly gaining acceptance among consumers in Germany, but brands will have to adapt their strategies to meet the specific requirements of this channel.

Nordlight Research conducted a survey of 1,000 people aged at least 16 years old in order to discover their views in this area.

It found that 46% of respondents with web-enabled phones had no objection to mobile advertising, a figure that peaked at 53% among the participants which most frequently accessed the internet via a wireless handset.

Discount coupons and free access to services like text messages, news or music were the most popular mobile marketing tools.

Elsewhere, a third of contributors said they would be willing to view brand messages in exchange for cheaper data tariffs.

A further 29% of those polled said location-based ads, such as those providing them with information about deals available at stores in their area, would be of interest.

"With the transition of the mobile internet into the mass market, we expect a significant increase in mobile advertising," Rafael Jaron, ceo of Nordlight Research, said.

However, he added that mobile operators and advertisers would have to modify their approach to fit the needs of the mobile audience, which is "dynamic and agile" and very different from users of other forms of media.

Data sourced from Nordlight Research; additional content by Warc staff