The research results found that consumers have a high level of trust and purchasing confidence in mobile operators, compared to third-parties. More than half (52 percent) of consumers would trust their mobile phone company over a third-party retailer when redeeming a deal sent by text message, compared to just 8 percent of consumers who would trust a third-party retailer more than their mobile operator.
That suggests mobile advertising could be an area where mobile service providers have some significant degree of end user trust, and therefore business advantage. The YouGov study suggests mobile operators would have to be careful not to send messages too frequently, but also indicates that mobile operators have an opportunity, as a trusted provider.
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