SCOTTSDALE, Ariz.--Sept. 14, 2005--Though consumers aren't wildly enthusiastic about mobile advertising, about 20% of wireless phone users in a recent survey would find some form of advertising on their mobile handsets to be acceptable, reports In-Stat (http://www.in-stat.com).

 Of that group, roughly half were open to having advertisers subsidize the cost of premium services such as directory assistance, ringtones and messaging, the high-tech market research firm says. Location-based ads and opt-in advertising will also find some acceptance, the survey revealed.

Wireless users were most favorable toward "opt-in" advertising. "Over a third of respondents indicated they would be willing to provide their carrier or advertisers with personal preferences in order to receive targeted advertising messages," said David Chamberlain, senior analyst with In-Stat. "In addition, nearly a third of respondents cited high prices as a reason they did not use premium services, making them ripe targets for advertisers who wish to subsidize the cost of picture messaging, ringtones, directory assistance and other premium services."

A recent report by In-Stat found the following:

-- The most important categories of brands for consumers were musical artists (most spending was in the form of ringtones) and the general category of sports.

-- Survey respondents indicate an increasing acceptance of the mobile handset as a device used to access voice and non-voice information services.

-- The survey found that 40% of mobile users are paying for non-voice communication services such as text messaging, picture messaging and mobile e-mail as part of their wireless phone service.

The report, "Mobile Advertising, Brands and Affinity Marketing" (#IN0502096MCM), covers the U.S. market for mobile phone advertising and related services. It includes the results of a June 2005 survey of mobile phone users concerning their use of, and willingness to accept, mobile advertising and advertising-supported premium services. Data includes demographic breakdowns of these areas.

For more information on this report, please visit: http://www.instat.com/catalog/Wcatalogue.asp?id=230 or contact Erin McKeighan at 480-609-4551 or This e-mail address is being protected from spam bots, you need JavaScript enabled to view it . The report price is $2,995.

About In-Stat

In-Stat (www.in-stat.com) is the leading provider of actionable research, assessments and market forecasts of semiconductors and advanced communications equipment and services. Our forecasts, analysis, and insights are derived from both a deep technology understanding and a unique research methodology, which examines each segment of the value chain for each market. Technology vendors, service providers, technology professionals and market specialists, worldwide, rely on In-Stat's tenured, experienced staff and in-depth research to support critical technology, product and success decisions.

In-Stat is a strategic segment of the $8 billion Reed Elsevier global information network, with access to an expansive worldwide electronic network, extensive technology databases and well-informed personnel. In-Stat analysts gain exceptional insight into geographic marketplaces and specific technologies within markets such as electronics, cable and wireless. As a member of Reed Business Information, In-Stat is a division of the largest business-to-business publisher in the United States.