When Did My Mobile Turn Into A ‘Sellphone’? A study of consumer responses to tailored smartphone ads

Abstract

Tailored push advertising on smartphones is a key target for the advertising industry. We conducted a study with 20 professionals ‘ in the wild’: over 5 consecutive days participants received ads tailored to their personal profiles and geographical location on their personal smartphones. Of the 400 ads sent, participants accepted 20%, rejected 30%, said ‘maybe’ to 17%. Interviews revealed that accept or reject decisions were driven by specific needs at the time of delivery – e.g. a busy workload. Effective tailoring of smartphone ads requires fine-grained data on users’ emotional state and context of use – data that is sensitive and requires significant effort to obtain. Users liked context-relevant ads, but also perceived privacy costs associated with disclosing personal information. To break this conundrum, users need to be able to customize the ad service, e.g. choosing which information to disclose, when to receive ads, what types of ad.

Contributors

Nicolette Conti

Charlene Jennett

Jose Maestre

M. Angela Sasse

Conference

Publication date: September 2012

Publication date (Print): September 2012

Pages: 215-220

Affiliations

University College London

Gower Street, London WC1E 6BT, UK

Article

DOI: 10.14236/ewic/HCI2012.27

Copyright statement: © Nicolette Conti et al. Published by BCS Learning and Development Ltd. The 26th BCS Conference on Human Computer Interaction, Birmingham, UK

License:

This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

Conference name: The 26th BCS Conference on Human Computer Interaction

Conference acronym: HCI

Conference number: 26

Conference location: Birmingham, UK

Conference date: 12 - 14 September 2012

Conference sponsor: Electronic Workshops in Computing (eWiC)

Conference theme: Human Computer Interaction

Product

Product Information: 1477-9358BCS Learning & Development

Self URI (article page): https://www.scienceopen.com/hosted-document?doi=10.14236/ewic/HCI2012.27

Self URI (journal page): https://ewic.bcs.org/

Categories

Series title: Electronic Workshops in Computing