More than one-third of high-use smartphone users respond to mobile advertisements, according to a new research study from Universal McCann.
The study polled 1,800 participants online who frequently surf the web with their mobile devices. Smartphone users are defined as those that download mobile content from the web at least once a day or close to it.
It found that smartphone users are clicking on ads (53%), requesting more information or a coupon (35%) and making purchases via their handsets (24%).
Nearly one of every seven minutes of media consumption takes place on a mobile device, the research found, and six of every 10 consumers expect their mobile internet use to increase significantly over the next two years.
In a recent report, Juniper Research forecast that growth in user spend on mobile entertainment services will slow dramatically over the next two years unless key markets emerge from recession (see Growth in user spend on mobile entertainment to slow over next two years).
It said that under a worst case scenario of a prolonged global recession, mobile entertainment revenues would increase by nearly $13 billion over the next five years, against a pre-downturn forecast of more than $26 billion.
A report from comScore revealed that the number of US mobile game downloaders grew 17% from November 2007 to November 2008, when 8.5 million people, or 3.8% of mobile subscribers, downloaded a game to their mobile device (see Number of US mobile game downloaders grows 17%).
