A new report from the Nielsen Company reveals that 23% (58 million) of all US mobile subscribers say they’ve been exposed to advertising on their phones in the past 30 days.
Half (51% or 28 million) of all data users who recall seeing mobile advertising in the previous 30 days said they responded to a mobile ad in some way.
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 of 2007.
The study also found that 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).
Jeff Herrmann, VP of Mobile Media at Nielsen Mobile, said: “Increasing levels of consumer recall, interaction and receptivity to mobile advertising reinforce the validity of the mobile marketing medium.
“Nielsen’s Mobile Advertising Report helps marketers and media companies better understand consumer interaction and the available response mechanisms to drive conversion.”
In March, JupiterResearch published a report predicting that advertisers will spend $2.2 billion on mobile messaging, display ads, and search via mobile technology by the year 2012.
Jupiter said that introducing portable media players (PMP’s) with internet browsing capabilities is likely to stimulate significant growth among those accessing wireless web and will create additional opportunities for advertisers (see Portable Media Players Will Expand Opportunities For Mobile Marketers).
In separate research, Jupiter said that European mobile search and display revenues will together reach €1.3 billion by 2012 (see European Mobile Search And Display Revenues To Reach €1.3bn).
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