To provide an information delivery system with an automatic scrolling function.

A server 3 delivers data 9 such as application software 7, an electronic publication, or the like, to a cellular phone 11. The cellular phone 11 activates the application software 7 and displays the delivered data 9 with gradation while it is automatically scrolled. For example, for character writing direction 33 (vertical writing) with background color 37 (black), the application software 7 sets color for a character 43 as white to a plurality of lines 42 leading to the preceding line of a scrolling starting line. From a designated gradation starting line 45 toward the second lines 49 from the gradation starting line, the color for the character 43 is displayed setting to each of the characters with gradual gradation given ranging from gray closest to white, gray and gray closest to black reaching the background color(black).