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Latest Nielsen Mobile’s bi-annual Mobile Advertising Report suggests that 23% or 58 million of all U.S. mobile subscribers have been exposed to advertising on their phones in the past 30 days, with half (51% or 28 million) of all data users who recall seeing mobile advertising responded to a mobile ad in some way.
Nielsen Mobile surveyed more than 22,000 active mobile data users who used at least one non-voice mobile service in the fourth quarter and found that:
- The number of data users who recalled seeing mobile advertising between the second and fourth quarters of 2007 increased 38% (from 42 to 58 million subscribers)
- Teen data users (ages 13-17) were the most likely age segment to recall seeing mobile advertising (46% recalled seeing some type of mobile advertisement, compared to 29% of all data users)
- Asian-Americans and African-Americans are more likely to recall mobile advertising (42% and 40%, respectively) than all data users
- 26% of those who saw an ad responded at least once by sending an SMS text-message, the most popular ad response. 9% say they’ve used click-to-call to respond to a mobile ad, where users follow a link on their phone to call a specific number
- 32% of data users said they are open to mobile advertising if it lowers their overall bill
- 13% (18% of males) said they are open to mobile advertising if it improves the media and content currently available
- 14% said they are already open to mobile advertising so long as it is relevant to their interests
- 23% expect to see more mobile advertising in the future (up from just 15% in Q1 2007)
Nielsen’s Mobile Advertising Report is available from Nielsen Mobile…
About The Author
Dusan Belic
Dusan has been using smartphones since their introduction and is now following the latest trends in the industry. The "convergence" is what he's most excited about, and writing about it is the next logical thing to do. He thinks that using a smartphone is what everyone who cares about their time should do. In addition to his interests in mobile phones, Dusan also loves to experiment with the latest web and mobile 2.0 services. The idea of accessing and managing your information from any device no matter where you are simply amazes him. Whether it's an online to-do list, note taking service or a video sharing social network, he's there to try it out. He admits though, he's still searching for the ultimate web-based organizational tool, which "sings" perfectly with the mobile PIM application. Dusan used to run SymbianWatch.com which later became part of IntoMobile. He lives in Serbia, South-East Europe, from where he edits the site on a daily basis.
