Mobile social community Limbo and GfK Technology, have
released the latest joint Mobile Advertising Report (
The second quarter report shows that a high percentage of mobile phone users in
the US, UK and India indicate they are receiving advertising messages through
their mobile phone; 85 percent in India, 51 percent in the UK, and 37 percent
in the US.
"We're seeing an increase in consumer awareness of a variety of mobile
advertising campaigns, from text message to interactive games to mobile
internet banner advertisements," says
Linner, CEO of Limbo. "With mobile phone usage growing, it's logical for
more companies to seek mobile marketing as a way to reach their segmented
targets in this direct and highly interactive medium."
Though mobile phone marketing exposure is prevalent in all three countries, the
mobile delivery tools vary. Text messaging, however, remains the most common
advertising format in all; 74 percent in
48 percent in the
and 22 percent in the
prevalent in the
with 16 percent of respondents recalling advertising compared with 8 percent of
those in the
and 4 percent of those in
Radio also showed a striking variation with nearly 40 percent of those in
recalling advertisements through radio on their mobile phones compared to only
9 percent in the
and 3 percent in the
The report shows that younger males typically view mobile Internet advertising
the most. The brands recalled in advertising via this channel were mainly
mobile carriers, handset manufacturers, media brands and digital entertainment
companies.
"These findings indicate the degree to which the mobile phone is used as a
marketing channel, with enhanced handsets and flat rate data tariffs
increasingly common, it is only a matter of time before mobile internet
advertising starts to rival the penetration of SMS or text message
marketing," says Colin Strong, head of Mobile Communications Research at
GfK Technology.
Though the
lags behind the
and
many mobile phone usage categories, it shows strong growth. The number of
people using mobile phones in the
has grown from 251 million in Q4 2007 to over 263 million this quarter, up
nearly ten percent. The
also shows steady increases in the number of people who recall seeing
advertising through their mobile phone, from 31 percent to 37 percent over the
same time period.
The Limbo-GfK Technology Mobile Advertising Report is a tool used to help
marketers and their agencies understand the fast-changing mobile advertising
medium. The report is produced quarterly and is distributed free to marketers.
The Q2 2008 report is based on a survey of 1,000 representative American
adults, 1,000
adults interviewed by telephone, and 1,000 Indian adults interviewed by
intercept.