When it comes to news, consumers of wireless technology want it fast, easy and relevant, according to a recent report from the Newspaper Association of America.

Additonally, wireless users participating in the nationwide study said they do not want advertising that is overly intrusive. They also don't expect to pay extra for basic information, though many indicated they would pay for premium services such as classified advertising alerts.

Consumers participating in the focus groups expressed interest in getting different categories of news and information on different types of wireless handheld devices such as cell phones and personal digital assistants, but all are acutely aware that they are spending money and burning minutes as they access mobile data. The study results appear in the new NAA report "Info to Go, Key Findings and Recommendations on Wireless Publishing.''

"Newspapers and their online sites already have the information people want and need. This report helps us understand what people are looking for as we enter the next generation of news and information delivery," said John Kimball, senior vice president and chief marketing officer for the NAA, a nonprofit organization representing the $59 billion newspaper industry and more than 2,000 newspapers in the U.S. and Canada.

"Fast food information" is how one study participant labeled what he expects of news on the wireless Web – quick bites of information that allow users to pick from a menu and download additional information as desired.

Among the findings of the study:

• Participants did not want to spend much time searching for information on a wireless device. Useful information must be easy to get to and quick to download.

• Mobile-phone users expressed concern that waiting for information to download would cost them minutes, for which they must pay.

• Participants also said they want information to be relevant to them – personalized if possible – and up-to-date, not yesterday's news. They were critical of wireless advertising in general, but more accepting of ads that are personalized to their interests or less intrusive, such as those that appear after the content they want.