Although an increasing number of mobile phone users report receiving advertising messages, the results are uneven in various countries, according to a joint market report produced by mobile social network Limbo and GfK Technology, a market search agency.
For instance, the Q2 report shows that among subscribers 85% in India, 51% in the U.K. and 37% in the United States are receiving advertising messages.
Also, even though mobile phone marketing exposure is prevalent in all three countries, the mobile delivery tools vary. Text messaging, however, remains the most common advertising format in all; 74% in India, 48% in the U.K. and 22% in the United States.
Mobile Web advertising was most prevalent in the U.K., with 16% of respondents recalling advertising compared with 8% of those in the U.S. and 4% of those in India. Radio also showed a striking variation with nearly 40% of those in India recalling advertisements through radio on their mobile phones compared to only 9% in the U.K. and 3% in the United States.
The report shows that younger males typically view mobile Internet advertising the most. The brands recalled in advertising via this channel were mainly mobile carriers, handset manufacturers, media brands and digital entertainment companies.