38% of all US Mobile Subscribers Recall Seeing Ads on their Phones in 1Q09
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Amplify’d from www.fiercemobilecontent.com
Thirty-eight percent of all U.S. mobile subscribers recall seeing advertising on their phones in the first quarter of 2009, with ad recall rising to 59 percent among smartphone users, according to a new study conducted by market research firm GfK Technology on behalf of social networking service provider Brightkite. While a majority of feature phone users cite SMS as the dominant advertising channel on their devices, smartphone users saw most of their ads on the mobile web. In addition, 20 percent of smartphone users saw ads in mobile social networks and 15 percent encountered ads in mobile TV/video services. According to GfK, the number of smartphone users who saw ads inside a location-based network has almost tripled in the last three months to 15 percent, and the firm suggests that at current formats, some of these new formats will surpass the mobile web and/or SMS by year’s end.Read more at www.fiercemobilecontent.com
Categories: Mobile Phone Marketing
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While I am in full support of promoting new media like mobile advertising, I’m am confused as to whether this reported 38% is good news, or caution to advertisers. My guess is that ghost awareness is probably somewhere around 10% which leaves 28% or about a quarter left. If 100% of the people in the survey actual got ads beamed to their phones, then 28% as a measure of general advertising awareness (i.e., “saw some sort of advertising at some point, I think.”) is frighteningly low.