About 60% of cellphone users said they prefer ads tuned to their personal tastes and preferences, easily outpacing 17% to 19% who prefer ads based on timing and 8% to 14% who like ads based on location, according to a survey sponsored by marketer Upstream. The results might challenge location-based services such as Foursquare and Gowalla to find ways to personalize offerings. Meanwhile, the study found that the most popular advertised items are mobile content, followed by entertainment and mobile-operator offers.

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