Mobile providers looking to boost their revenues through content downloads and advertising are in for a rough ride, according to a new study by market researchers TNS. While the majority (56 per cent) believe that content downloads to mobile phones should be free of charge, there is a growing number of consumers who are so averse to advertising they are now willing to pay a premium in order to avoid it, signifying a shift in how operators need to be tailoring their offerings. A substantial 25 per cent of respondents said they would rather pay for a download if it guarantees them immunity from advertising. Article