Of the approximately 23 percent (58 million) of U.S. mobile subscribers who have been exposed to mobile advertisements within the past 30 days, about half (28 million) responded, in some way, to the mobile ads, according to a new report from The Nielsen Co.
The findings – from Nielsen Mobile’s “Mobile Advertising Report” – show that the number of U.S. mobile subscribers that recalled seeing mobile ads between the second and fourth quarters of 2007 increased by 38 percent, from 42 million to 58 million.
"Increasing levels of consumer recall, interaction and receptivity to mobile advertising reinforce the validity of the mobile marketing medium," said Jeff Herrmann, VP of mobile media at Nielsen Mobile.
Teenage subscribers ages 13 to 17 were the most-likely age segment to recall viewing mobile ads.
About 32 percent of mobile subscribers said that they are open to mobile advertising, as long as it lowers their monthly wireless bill. And 23 percent said that they expect to see more mobile ads in the future.
"We see an increasing trend of consumers willing to trade off and receive advertising to gain more – and better – mobile content," Herrmann said. "Successful mobile marketers will meet the challenge offered by consumers by engaging with them in a way that adds value to the mobile user content experience."
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