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Mobile Advertising Brand Recall |
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Some 41% of cell phone users who remembered seeing mobile advertising could remember at least one brand, that’s up 20% from three months earlier, when 34% recalled at least one brand, according to a study by Limbo. SMS (text) is the dominant cell phone service, with usage highest among the 24-and-under age group, with 82% penetration.
SMS continues to transcend the generational divide, with
50% of SMS users age 35 or over and 75% age 25 or over. Therefore, SMS
should not be pigeonholed exclusively as a youth medium.
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Mobile
penetration: There are more than 255 million cell phone
users in the US, up from 251 million in fourth quarter 2007.
* Mobile usage:
More than 50% of cell phone users make use of SMS, but WAP (mobile web)
- with still only 50% of the reach of SMS - is the fastest-growing
medium, with 69 million users.
* Mobile advertising
recall: The number of people who recalled seeing
advertising on their cell phones in the last three months has risen
significantly, from 78 million to 82 million.
* Males engaged:
Men are 10% more likely than women to recall a brand they had seen
advertised. Those age 25-34 are the highest-performing age group.
* Income and recall:
There is a reverse correlation regarding income, with those earning the
least much more likely to recall brands than those earning the most.
* Brands making waves:
The most commonly recalled brands were the mobile operators themselves,
most notably Verizon and AT&T, followed by mobile service
providers (ringtones, games, music, dating) and handset manufacturers.
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