The fledgling US wireless advertising market will undergo significant expansion in the next few years, according to a new report from Jupiter Research.
As in Europe, SMS is seen as the best method for reaching consumers with wireless advertising. Jupiter claims that 17% of US mobile users already utilise two-way SMS, compared with just 6% who use wireless internet applications. Moreover, the number of consumers who receive updates via one-way SMS messages is double the number who browse content.
While Europe and Asia have undoubtedly benefited from a head start, Jupiter predicts that the US wireless advertising market will have made up the ground by 2006.