90% of people think targeted mobile marketing is annoying

Rob Clapp

An overview of public opinion on targeted mobile marketing and personal data sharing.

Nine-tenths of people find targeted mobile marketing annoying, according to the latest research from Ogury. Across 280,000 mobile users in France, Germany, Italy, Spain, the UK and the US, 90% said they find targeted marketing messages annoying. Over three-quarters (77%) said they are just annoying, while 13% found some value and said they are 'useful, but annoying'.

This contrasts with the increasing emphasis marketers give to personalisation. Indeed, mobile advertising should account for 95% of all internet ad growth this year and will exceed TV in value.

However, over two-thirds of people are happy...

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