Some consumers would support advertising on their cell phones in exchange for free features, according to a new study. Meanwhile, consumers said they value text messaging most among cell-phone services.

Some 26 percent of cell phone users would be willing to watch incentive-based advertising on their cell phones, writes Direct Magazine, citing a new Harris Interactive survey (via MediaBuyerPlanner). About 7 percent of cell phone customers said they would be interested in receiving relevant ads via text messaging.

Messaging, one of the first value-added services that wireless carriers offered to mobile customers, remains their favorite, according to eMarketer, writes MediaPost (via MediaBuyerPlanner). Over the previous month, 35-40 percent of mobile users have sent a text message, and it is a medium that no marketer should ignore in building their brands, according to John Gauntt, senior wireless analyst with eMarketer.

Separately, NPD Group has reported that roughly 40 percent of all wireless subscribers use text-messaging. That's compared with 21 percent of mobile users download ringtones and 9 percent play mobile games.

The Harris survey also found that 9 percent of consumers use cell phones exclusively and have discontinued use of landlines. On the other hand, about 39 percent of those surveyed said they would never disconnect their landlines.