Survey: 79% of consumers find the idea of mobile ads annoying.

A growing number of consumers are shifting from voice-only mobile services to other activities such as text messaging, creating a viable audience for mobile marketing, according to a report out today from Forrester Research Inc. of Cambridge.

But this bullish news comes with a large caveat: Forrester said 79 percent of consumers find the idea of mobile ads annoying.

"To avoid the perception of mobile spam, marketers must work with the unique elements of the mobile channel itself and the relevance of their message," Forrester Research principal analyst Christine Spivey Overby said in a statement. "In contrast to other channels, mobile is highly integrated into people's daily activities and physical environment. This means marketers can embrace the real-world connections with relevant location-based services and campaigns that tie mobile and on-premise advertising."
(By Chris Reidy, Globe staff)