Poll shows mobile commercials yet to gain consumer confidence

Though advertising agencies have been jumping onto the digital bandwagon by attaching more importance to mobile channels, Chinese consumers still hold mixed feelings toward commercials appearing on mobile phones or tablets, an industry report said.

Released by media communications agency OMD China, the report showed that 89 percent of the 450 polled Chinese respondents said they are usually annoyed by mobile advertising. More than 70 percent of them think that brand advertising has nothing to do with them, while nearly 65 percent of the respondents regard the advertising a waste of data usage.

Most people hold a grudge toward mobile advertising as they encounter them at least 8.5 times a day on average, a frequency deemed too high by most respondents.