British teenagers are more than twice as willing to receive adverts on their mobile phones if they are targeted to their interests, according to a survey.

A survey by Q Research of 1,500 teenagers in January found that 71% would accept mobile ads related to their interests, compared to 32% who would accept non-targeted ads.

If advertisers offered discounts or special offers, 75% of teens said they would accept ads and that rose to 82% with the incentive of adverts in exchange for top-up credit.

Seventy per cent said they would prefer picture ads, 53% video ads and 45% text ads.

"These users have an intimate relationship with the mobile phone," Julian Smith, the insight and research director at media agency MEC Interaction.

"Push advertising messages need to be tightly targeted - more so than with any other channel - and it's vital to stick to the rules of right person, right place, right time, right offer."

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