Mobile user insights
Optism is all about connecting with people. When we were building Optism, we went right to the source that is driving the mobile market – today’s youth. Our understanding of the youth market underpins our ability to help operators turn subscribers into audiences, and advertisers to engage with those audiences.
Here are some insights we gained from our research through the Alcatel-Lucent Youth Lab.
Over 2,200 people from 12 countries
- Aged 13-25
- Have wireless service (voice or voice/data) and high-speed Internet
- Early adopters—friends look to them for advice
- Mostly extroverts with a strong social network
What they told us
81% Want to be asked for their permission before sending ads
76% Feel that ads should be interest & preference based
78% Want control of their profile to address privacy concerns
63% Were likely to purchase products from favorite brands via a mobile advertising service
Mateus, 18, Brazil
“The practicality of being able to receive ads wherever I am … very convenient since I can receive news on products and services that interest me without having to request this or access the Internet via computer.”
Latin American mobile users are more willing to divulge purchase interests than their counterparts in other regions
Opting in is fast and easy.
Courtney, 17, United States
“I would be worried that companies would go overboard and end up sending me too many ads and they would interfere with phone calls or texting my friends.”
North American mobile users feel more strongly than users in other regions that mobile ads must be permission-based.
Optism provides frequency capping to control of the number of ads people receive.
Simon, 20, United Kingdom
“I like how it is tailored to my needs…”
European mobile users are willing to share information about age, gender, interests and hobbies.
With Optism, you get 100% opted-in, 100% profiled audiences ready to engage with their favorite brands.
Japan and China
Asia Pacific mobile users are more concerned about privacy issues than users in other regions.
Optism gives users complete control over their profiles.
