According to Technology's
latest joint Mobile Advertising Report for Limbo, iPhone users are more than twice as likely as non-iPhone
users to browse the mobile web and use location-based services (1 in 3 used LBS) while only on in ten mobile users used location-based services.
iPhoners are also more than three times as likely to
use a location-based service (LBS) or a location-based social network. More than 80 percent of iPhone users taking advantage of non-voice
mobile data services, compared to just over 60 percent of non-iPhone
users.
One in ten mobile phone users in the U.S. used a
location-based service such as a map, friend or restaurant finder in
Q4. The 25 - 34 age group saw the highest levels of interest in this
type of offering, with 22 percent penetration.
In contrast, iPhone
users are four times as likely to recall LBS ads as non-iPhone users.
While 33 percent of mobile consumers recall seeing mobile
advertisements this quarter, 41 percent of iPhone users recall seeing
mobile ads. The vast majority of these ads were seen in SMS text
messages, twice as much as mobile Web ads, which are the second most
common mobile ad viewed.
Significantly fewer consumers see other
forms of mobile advertising - unless they have an iPhone. iPhone owners
are twice as likely to see mobile web ads and four times as likely to
see an ad while playing a game on their phone or while using a
location-based service.
Limbo CEO Jonathon
Linner, said, "We found that the iPhone users are not only more accessible,
but are also more aware of all mobile ads including those outside of
the typical SMS and mobile Web formats. In addition, this report shows
that other mobile ad formats, including location-based services, are
growing and gaining traction, with iPhone users serving as the early
adopters."
Additional comparisons uncovered in the report include:
- One in three consumers that recall seeing a mobile ad responded in some way; this rises to one in two for iPhone users.
- Calling a toll free phone number published in the ads is the most
common means of response; iPhone users called twice as much as
non-iPhone users. - One in seven mobile phone users visit a mobile
Web site, the second most popular response; this rises to one in five
for iPhone users. - One in seven consumers reported buying a product
or visiting a store as a result of seeing a mobile advertisement; for
iPhone users, more than one in four bought something as a result of
seeing an ad. - While men and women are equally likely to recall
mobile advertising, women are 85 percent more likely to respond to ads
than men.
"The latest Mobile Advertising Report reveals a huge
opportunity for advertisers to create iPhone-specific campaigns in
order to see higher response rates for their mobile efforts," said
Colin Strong, head of Mobile Communications Research at GfK Technology.
"With this report serving as a benchmark, we will be able to analyze
how the landscape is changing throughout 2009 and monitor the impact of
iPhone user behavior on the rest of the U.S. mobile market."
About the Mobile Advertising Report
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 Q4 2008 report is based on a survey of 1,000
representative American adults and 1,000 UK adults interviewed by
telephone.
To receive a copy of the full report, as well as future editions, send your request to mar@limbo.com.