38% of US mobile phone owners recall seeing advertising on their cell phones in the first quarter of 2009, although for Smartphone (such as iPhone) users, 59% recalled seeing mobile advertising. For Smartphone users, the number one format is mobile web advertising, while for regular phone users, it is SMS. However, perhaps the most striking finding is the increased breadth of mobile advertising formats that consumers are noticing. 23% of Smartphone users recall seeing SMS advertising, but 20% saw ads in mobile social networks and 15% saw ads in mobile TV/video. In just three months, the number of Smartphone users seeing ads inside a location-based network has almost tripled to 15%. At current growth rates, some of these formats surpass mobile web and/or SMS in 2009, according to Brightkite and GfK Technology.

Demographically, men showed the greatest quarterly increase in mobile ad awareness, jumping to 43% in Q1 '09 from 33% the quarter before. Tthe increase to usage growth in mobile Internet, social network, games and radio among the 18-24 age group, whose ad awareness shot to 59% this last quarter from 47% at the end of last year. Ad awareness among women remained steady at about 34%. In addition to being more aware of mobile advertising, phone users are quickly adopting a much broader set of mobile services:

* 14% now use one or more location based services (peaking at 38% of iPhone users).
* 10% use a mobile social network (33% of iPhone users).
* The fastest growing application for iPhone users is games, which experiences a 21% growth quarter over quarter; 50% of iPhone owners are now playing games on their phone.