»
More than three in ten mobile users - some 78 million U.S. consumers - saw or heard advertising on their mobile phones in the fourth quarter of 2007, according to a study by Gfk/NOP Research conducted for mobile entertainment community Limbo, writes MarketingCharts.
(See chart of mobile users who recall seeing ads on their phones.)
More than 250 million Americans are mobile phone users, and SMS (text) leads in all non-voice data or communications services: some 56 percent of mobile users, or 141 million people, are SMS users - 60 percent higher than the next-ranked service (MMS). (See chart of mobile services usage.)
Though SMS usage skews young (82 percent of those under 25 are active users), for all ages under 50, more than half are active users; moreover, African-Americans and Hispanics are 50 percent more likely to be SMS users. (See chart of variance in SMS usage among various groups.)
Some 31 percent of all U.S. mobile users recall seeing advertising on their handsets, with the largest segment - 16 percent of users - seeing SMS ads:
“The exciting news for marketers is that mobile advertising penetration is both broad – hitting one in three mobile phone users, and deep - with high recall statistics, especially among text messaging users and the ever-elusive ‘Millennials’ demographic,” said Rob Lawson, president and cofounder of Limbo.
“There is a clear disparity between the high reach of mobile media and the low percentage of marketing budget currently spent on the medium, which creates an obvious opportunity for savvy media buyers.”
The Mobile Advertising Report also highlights the brands and sectors that consumers remember seeing advertised in the mobile channel:
About the study: Limbo’s Mobile Advertising Report is based on a survey of 1,000 representative American adults interviewed by telephone.
Note: All graphics courtesy of Limbo.
Clear Channel’s operating results for the first quarter were flat, reflecting a continued weak demand for radio advertising. Outdoor advertising performed better than radio in the quarter for the second quarter in a row, with revenue gains of 12 percent.…
Among the near-constant doom and gloom reporting about the newspaper industry, every now and then comes a story that points out how smaller, community newspapers are bucking the trend.
Small town newspapers are faring better than most of their regional…
Busy moms apparently aren’t willing to waste their “me time” watching television commercials.
According to new research from MindShare that focused on American mothers, reading, surfing the web and watching television were the top me-time - or personal down-time -…
Ryan Seacrest is in talks with CNN to replace Larry King, according to sources close to Seacrest.
The source, however, also says, “I don’t think it’s going to happen,” writes Fishbowl LA.
Seacrest is currently host of E! News, American Idol…
Editors at Hachette’s digital operation will do well to have their digital skill sets firmly behind them. The company has reportedly chopped 15 editorial jobs from a staff of about 100 in its digital operation; those positions will eventually be…
Most CMOs with more than 10 years of experience describe themselves as “extremely loyal” to specific brands, according to a survey of marketing officers at Fortune 100 companies conducted by LoyalTV.com, a video sharing website.
92 percent of CMOs with…
