UK mobile advertising recall falls

There has been a decrease in mobile advertising recall in the UK, according to the latest quarterly Mobile Advertising Report by Brightkite and GfK Technology.

However, the report found that the longer term trend is still positive, with an increase of five per cent since Q4 2008.

Colin Strong, deputy MD of GfK Technology, said: “We are still seeing an impressive level of recall for mobile advertising, indicating that it is a healthy advertising channel that’s here to say. However, it’s inevitable that the current economic conditions will have taken their toll.”

The US is actually showing an increase in mobile advertising awareness over the last quarter, up 5% from Q1 2009, taking it to 38% awareness.

Despite the overall decline in UK awareness of mobile advertising, those who did recall advertising were better at remembering what the advertisement was endorsing – with recall of advertising by network operators, mobile phones and gambling companies leading the way.

Strong said: “We have seen a slight decline in awareness of mobile advertising across all channels this quarter, with the biggest fall in recall being for SMS and mobile web based advertising.

“However, we continue to see strong underlying growth in advertising recall and must remember that UK response rates to mobile advertising continue to compare favourably to other forms of direct marketing.”