Alcatel-Lucent has released results of research into the preferences of teens and young adults in buying mobile content?interesting results, but bear in mind the company has just released a Mobile Content Platform offering a more flexible mobile store. The results are from Alcatel-Lucent?s Worldwide Lab, which is made up of young users from 20 operators around the world. It shows that teens and young adults are used to having marketing messages targeted at them both online and when they shop in person, but aren?t getting the same level of service on mobile.
The research found that the mobile experience needs to be more intuitive, easy and fun?and the formats need to be compatible with all types of mobile devices. Young mobile customers are used to receiving targeted messages and expressed significant interest in receiving targeted ads, apparently including ?unsubscribed, personalized advertising and awareness campaigns? that put relevant content on the mobile devices. I?m not sure whether this refers to ad-supported content or straight-up advertising?but if it?s the latter the advertiser would want to make sure the campaign is personalized. However, all of the Lab members want special offers sent to them.