B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • NRL
  • State of Origin
  • B&T Women in Media
  • Thinkerbell
  • imaa
  • Agency Scorecards
  • Pinterest
  • AFL
  • Anthony Albanese
  • AI
  • Spotlight on Sponsors
  • The Growth Distillery
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Over Five Million Aussies Would Unlock Their Phone To Ads In Exchange For A Discount
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Over Five Million Aussies Would Unlock Their Phone To Ads In Exchange For A Discount
AdvertisingFeatured

Over Five Million Aussies Would Unlock Their Phone To Ads In Exchange For A Discount

Staff Writers
Published on: 3rd February 2016 at 6:45 AM
Staff Writers
Share
3 Min Read
SHARE

New research has shown that Aussie mobile owners would be open to the idea of receiving ads on their smartphones – but they want something in return.

Roy Morgan Research has discovered that Aussies are increasingly interested in the notion that they could unlock their phone to advertising in exchange for a discount or extra monthly data, but not all service providers’ customers are on board.

Around 37 per cent of Australian smartphone users aged 14 and over agree that they would be interested in receiving ads on their phone if it in turn brought their bill down a notch – already that’s around 5.5 million people ready to be reached.

In October 2015, Lebara become the first local provider to offer such plans after making a deal with Unlockd, a Melbourne-based mobile platform developer that also recently announced expansion into the US and UK.

After downloading the app, users receive ads every few times they unlock their phones—and get a discount or extra data in return.

The data also shows nearly half of Dodo’s smartphone customers are keen on an ad-supported quid pro quo, followed by customers with Lebara’s own network operator Vodafone (44 per cent), and those with Amaysim (43 per cent), Optus (40 per cent) or Boost (39 per cent).

Smartphone users with iiNet are the least likely to be interested at27 per cent, with interest levels also below average among those with TPG (32 per cent), Aldi (32 per cent), Telstra (33 per cent) and Virgin (36 per cent).graph

“Dodo’s smartphone customers are the most likely to be interested in opening up their phones to ads in exchange for a discount but, like Lebara, this would equate to only a tiny overall reach for Unlockd and their future advertisers,” Roy Morgan CEO Michele Levine said.

“There are around 1.1 million smartphone customers at Vodafone and 1.3 million at Optus who could be interested in an ad-supported plan—that’s the sort of reach attained by the weeknight news on commercial television networks.

“The future challenge for advertisers and their media agencies using this new, broad-reaching channel will be to achieve accurate and cost-effective targeting—and the only way to do that is to understand the people holding each device. Our suite of digital products evaluates the effectiveness of advertising across target audiences.”

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: National Geographic, Television, YouTube
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Mindshare & Kaimera Drive Off With MG Media Account After Incumbents Decline To Re-Pitch
18/07/2025
Jake Stringer flying up above his old club.
TV Ratings (17/07/2025): Jake Stringer Puts On A Show Against His Old Side
18/07/2025
Fever Tree Global Creative Account Goes To Pitch
18/07/2025
Where Did The Bookies Go? Rugby League 26 Launches Without Gambling Sponsors
18/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?