A survey released Wednesday by market research firm In-Stat found tepid interest by consumers in advertising delivered over cell phones but noted that such ads might work under certain circumstances.

The survey found that only 20 percent of mobile phone subscribers would find some form of advertising acceptable. About half of that group said it would be acceptable for advertisers to subsidize services such as directory assistance, according to In-Stat.

"Nnearly a third of respondents cited high prices as a reason they did not use premium services, making them ripe targets for advertisers who wish to subsidize the cost of picture messaging, ringtones, directory assistance and other premium services," David Chamberlain, an In-Stat analyst, said in a statement.

The research firm that some forms of location-based ads, such as special offers for nearby establishments, received a modicum of interest. However, the largest number of respondents said that any form of advertising must be on an opt-in basis, in which the user must explicitly agree to receive the advertising.