Adverts on mobile phones increase

Almost a quarter of US mobile subscribers now see advertising on their phones, according to a new report. Half of those who saw an ad responded. However, just 10 per cent thought advertising on their mobile devices is acceptable.

The report, by the Nielsen Company, says that 23 per cent (58 million) of all US mobile subscribers say they've been exposed to advertising on their phones in the past 30 days. The number of data users who recalled seeing mobile advertising between the second and fourth quarters of 2007 increased 38 per cent (from 42 to 58 million subscribers). Half (51 per cent or 28 million) of all data users who recall seeing mobile advertising in the previous 30 days say they responded to a mobile ad in some way.

The findings come from the bi-annual Mobile Advertising Report from Nielsen Mobile, and are based on a survey of more than 22,000 active mobile data users who used at least one non-voice mobile service in the fourth quarter.

The study further reveals that:

  • 26 per cent of those who saw an ad responded at least once by sending an SMS text-message, the most popular ad response.
  • 9 per cent 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 per cent of data users said they are open to mobile advertising if it lowers their overall bill.
  • 13 per cent (18 per cent of males) said they are open to mobile advertising if it improves the media and content currently available.
  • 14 per cent said they are already open to mobile advertising so long as it is relevant to their interests.

"Increasing levels of consumer recall, interaction and receptivity to mobile advertising reinforce the validity of the mobile marketing medium" said Jeff Herrmann, VP of Mobile Media at Nielsen Mobile. "We see an increasing trend of consumers willing to trade off and receive advertising to gain more - and better - mobile content," he said.

Image: Most people do not think adverts on mobile phones are acceptable, yet half respond to them

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