UK mobile users like spam, says survey

Mobile phone users aren't as averse to spam as previously thought, according to a new survey which claims that 11 percent of mobile owners have bought products as a result of receiving spam. Nearly two-thirds of mobile users are fed up with mobile phone spam, found the survey, which was commissioned by marketing company Pontis. 70 percent of those surveyed found mobile marketing campaigns totally irrelevant to them.

According to Pontis, mobile operators are "failing to capture the imagination of the baby boomer generation", although the survey shows that younger people, from teenagers to 34-year-olds, are almost as irritated by mobile spam, at 72 percent. Within this same age group, 47 percent of mobile users were willing to change operators as a result. The survey was conducted by GfK NOP over the telephone between 20-22 July. 752 mobile phone users aged 16+ were interviewed in the UK across a range of ages, said Pontis.