The willingness of mobile users to accept advertising is growing, reports MediaPost, citing a new study from Harris Interactive.
The study concludes that one of the main ways carriers can increase the acceptance of ads is to offer some form of incentive: Resistance to ads dropped from 90 percent to 64 percent when one was offered.

Factors such as demographic and type of ad further weakened users' push-back. Younger users, for example, are more willing to trade ad viewing for incentives.

The key, the study shows, is the adoption of a system that is permission-based. If users are able to define their ad experience and choose what level of incentive - if any - works for them, then they're much more accepting of the ads they see.