Multicultural mobile agency Briabe Media has partnered with mobile entertainment website MocoSpace to discover which brands stick in the minds of mobile consumers. The two companies surveyed over 12,000 respondents and released a report titled “The Mobile Consumer: Brand Recall.”
The main finding is that carriers’ and retailers’ mobile ads are the most top-of-mind with consumers, and among all demographics, African Americans outpace others in brand recall.
An average of 37% of consumers said they can recall seeing a mobile ad on their phone. At 41%, African-Americans outpaced all other demographics, and are followed by Asian Americans and Caucasians (both at 36%), and Hispanics at 34%.
More than 2,500 participants in the MocoSpace community provided responses when asked to name specific brands they recalled seeing on their mobile phone. The top 20 answers fell into the following categories: mobile carriers/telecom (23%), major retailers and consumer brands (17%), handset manufacturers (5%), and television/technology (5%). Other categories that garnered responses but did not make the top 20 were: travel, automobile, insurance, education, dating, music and restaurants.
Finally, when asked “How frequently do you see mobile ads?” 56% of respondents replied either “often” or “very often.”
You can download the full Briabe/MocoSpace Report from here.