Three out of four kids would like targeted ads on their mobile

Tomi T. A. points to an interesting recent finding.

Q Research is reported in this week's issue of New Media Age (April 19, 2007)
with a survey of 1,500 UK youth aged 11 - 20. When asked simply - do you
accept ads to your mobile, the survey found 32% willing to
accept. Then when asked - would the youth be willing to accept ads that are
about their areas of interest, this jumps to 71%. Then, when
asked if the ads offer discounts and coupons, it goes up again, to 76%. And finally - this is the eye-opener - if the youth
is asked if the ads would give them top-ups to their prepaid phone accounts, 84% say yes, such ads would be welcome...

Good news, but the real innovators in this space are not waiting for validation before they take ideas that they think are good enough to the market. I think it's time for these discussions to move from the theoretical to the practical.