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Report: Ad Recall Rate Increases

By Wireless Week staff | March 7, 2008

23% of all U.S. mobile subscribers say they’ve been exposed to advertising on their phones in the past 30 days, according to The Nielsen Company. Half (51% 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.

Here are some more bullet points from the survey:

  • 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 15% in the first quarter of 2007)

The findings 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.

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