According to the quarterly Mobile Advertising Report by Brightkite and GfK Technology, 38% of US mobile phone owners recall seeing advertising on their cell phones in the first quarter of 2009, although for Smartphone (such as iPhone) users, 59% recalled seeing mobile advertising. For iPhone users, the number one format for seeing ads is mobile web advertising, while for other Smartpphone users, it is SMS. Overall awareness of mobile phone ads has risen in the twelve months, the survey of 1,000 users found, increasing from 6.8% of the user population in Q1 2008 to 10.8% a year later. The most striking finding of this report, says the summary, is the increased breadth of mobile advertising formats that consumers are noticing. 23% of Smartphone users recall seeing SMS advertising, but 20% saw ads in mobile social networks and 15% saw ads in mobile TV/video. In just three months, the number of Smartphone users seeing ads inside a location-based network has almost tripled to 15%.
The report says that, in addition to being more aware of mobile advertising, phone users are quickly adopting a much broader set of mobile services:
- 14% now use one or more location based services (peaking at 38% of iPhone users).
- 10% use a mobile social network (33% of iPhone users).
- The fastest growing application for iPhone users is games, which experiences a 21% growth quarter over quarter; 50% of iPhone owners are now playing games on their phone.
Excerpts from "Research Brief" of MediaPost Publications
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