Perhaps it’s not the mobile ad itself that consumers so object to, but the ignominy of having to pay for it.

Two surveys have surfaced on mobile ads, concluding pretty much the same thing: SMS marketing dominates. But the Direct Marketing Association has also found that 7 percent of those surveyed actually said they were interested in receiving ads on their cellphone, while a promising 24 percent of those who have received text ads said they’d responded to them.

Direct Marketing Association VP of Research Edward T. Manzitti called mobile phones one of the “hottest new channels available” and said that much of the opposition to text ads came from the fact that recipients often have to pay for them—especially if they don’t have a text bundle. Manzitti told the NYT, “If the carriers offered marketers a different type of pricing, where the marketer paid the cost rather than the consumer, you’d see a different type of response.”

Meanwhile, a mobile advertising survey from mobile social network Limbo and market research firm Gfk Technology, the number of American consumers who recall seeing advertising through their mobile phone climbed to 37 percent in the second quarter, compared to 31 percent a year ago, with 22 percent recalling having received text ads, compared to 8 percent recalling mobile web ads, and 3 percent recalling have heard ads through their mobile’s radio. Mobile web advertising was most prevalent in the UK, where 16 percent of respondents recalled advertising compared with 8 percent of those in the US and 4 percent of those in India. Advertising through radios on mobile phones did particularly will in India, with nearly 40 percent of those in India recalling advertisements through radio on their mobile phones compared to only 9 percent in the UK and 3 percent in the US (release).