In the UK, 88% of consumers ignore adverts they receive on their mobiles and 36% automatically delete them. Just 9% of UK consumers take any further action once they view a mobile ad.
Deloitte says some users feel mobile marketing is an invasion of privacy.
The report says: “Citizens in some countries may regard advertising sent to what they would regard as a personal device as intrusive and default to ignoring any advertising.
“If this is the case, location-based mobile advertising to this type of audience may well be counter-productive.”
Users cite adverts that offer bargains and free use of an app or a game as the most popular ways to encourage their response.
Deloitte says: “It may not be mobile advertising’s year in 2011 but the case for mobile advertising is likely to grow ever stronger with every year that passes.”
The report also states that despite the rise of mobile social networking, text messaging is still the most popular way for smartphone users to communicate – even 18 to 24 year-olds.
On an average day, 84% of smartphone users send at least one text message, compared with 40% that use a social network.
Deloitte surveyed 30,454 mobile phone users online across 15 countries for the “addicted to connectivity: perspectives on the global mobile consumer” report, released today.