Rochester, N.Y. - Some 35% of adult cell phone users are willing to accept incentive-based advertisements on their phones, according to a survey conducted by market research firm Harris Interactive.

"Historically, U.S. mobile phone users have been resistant to receiving mobile phone advertisements, but, according to our research, cell phone users are more willing than ever to receive advertising," said Judith Ricker, president of the marketing communications research practice at Harris Interactive.

Respondents said the most enticing incentives were cash (78%), free minutes (63%), and free entertainment downloads (40%).

Among mobile ad delivery methods, the most favorable was text message (56%), followed by picture message (40%), video ads (24%) or voice messages (22%).

The 70% of those surveyed who said they are at least somewhat interested in receiving mobile ads also feel that other incentives could sway them, such as the ability to opt out (66%); ability to choose ad type (56%); and the ability to choose number of ads received (48%).

"To make their mobile campaigns more effective, advertisers should take note of how cell phone users are most interested in being contacted," added Ricker.

"Advertisements need to have a clear value proposition, be relevant and allow recipients to control how they are profiled."

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