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When did my mobile turn into a 'sellphone'?: a study of consumer responses to tailored smartphone ads

Conti, N; Jennett, C; Maestre, J; Sasse, MA; (2012) When did my mobile turn into a 'sellphone'?: a study of consumer responses to tailored smartphone ads. In: Proceedings of the 26th Annual BCS Interaction Specialist Group Conference on People and Computers. (pp. 215 - 220). British Computer Society: Swinton, UK. Green open access

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Abstract

Tailored push advertising on smartphones is a key target for the advertising industry. We conducted a study with 20 professionals 'in the wild': over 5 consecutive days participants received ads tailored to their personal profiles and geographical location on their personal smartphones. Of the 400 ads sent, participants accepted 20%, rejected 30%, said 'maybe' to 17%. Interviews revealed that accept or reject decisions were driven by specific needs at the time of delivery -- e.g. a busy workload. Effective tailoring of smartphone ads requires fine-grained data on users' emotional state and context of use - data that is sensitive and requires significant effort to obtain. Users liked context-relevant ads, but also perceived privacy costs associated with disclosing personal information. To break this conundrum, users need to be able to customize the ad service, e.g. choosing which information to disclose, when to receive ads, what types of ad.

Type: Proceedings paper
Title: When did my mobile turn into a 'sellphone'?: a study of consumer responses to tailored smartphone ads
Event: BCS Interaction Specialist Group Conference on People and Computers
Open access status: An open access version is available from UCL Discovery
Publisher version: http://dl.acm.org/citation.cfm?id=2377916
Language: English
Additional information: © Author 2012. This is the author's version of the work. It is posted here for your personal use. Not for redistribution. The definitive Version of Record was published in Proceedings of the 26th Annual BCS Interaction Specialist Group Conference on People and Computers, http://dl.acm.org/citation.cfm?id=2377916
UCL classification: UCL > Provost and Vice Provost Offices
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences > UCL Interaction Centre
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > Dept of Computer Science
URI: http://discovery.ucl.ac.uk/id/eprint/1377079
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