Some 34% of mobile users are in favour of mobile advertising if it reduces the cost of their bill, according to research by Nielsen Mobile.
The survey of more than 15,000 mobile users also revealed that while 18% expect to see more mobile ads in the future, just 6% believe mobile advertising is trustworthy.
Kent Ferguson, analyst and client services manager Europe at Nielsen Mobile, said, "Over a third of people said they'd be happy to have mobile ads if it cut their bill. This is a huge portion of the market and is good news for providers like Blyk."
Ad acceptability was highest in the 15-17-year-old age group at 17%, falling to 14% of 25-34-year-olds and 6% of those aged 55 and over.
"Consumer trust in mobile ads should grow," said Ferguson. "Consumers aren't yet used to brand intrusion on mobile. But when you look at the age breakdown, the younger age groups do trust it because they're more used to it."
The research also asked consumers about mobile advertising recall. 48.55% of UK users recalled SMS advertising, 23.47% recalled advertising while browsing the operator menu, and 24.63% recalled ads from using mobile internet.