- 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, 2008. The 25 - 34 age group saw the highest levels of interest in
this type of offering, with 22 percent penetration.
in seven mobile phone users visit a mobile Web site, the second most
popular response; this rises to one in five for iPhone users
- iPhone users are four times as likely to recall LBS (location-based service) ads as non-iPhone users.
- 33 percent of mobile consumers recall seeing mobile advertisements this quarter, compared to 41 percent of iPhone users.
- One in three consumers that recall seeing a mobile ad responded in some way; this rises to one in two for iPhone users
men and women are equally likely to recall mobile advertising, women
are 85 percent more likely to respond to ads than men
Responding to Ads
- Calling a toll free phone number published in the ads is the
most common means of response; iPhone users called twice as much as
- 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