Total recall

Advanced service adoption on mobiles is boosting consumer ad recall.
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New research suggests that increasing advanced service adoption on mobiles is boosting consumer recall.

The awareness of consumers to mobile advertising campaigns is linked to the number of services a user has adopted, according the latest Mobile Advertising Report by marketing research firm GfK and social network Brightkite.

A survey of consumers asked which mobile services they had adopted, whether they were using an iPhone and whether they were aware of mobile advertising on that particular platform.

The portion of users of non-iPhone handsets aware of any form of mobile advertising was 38.2 percent compared to 59.3 percent for iPhone users.

Non-iPhone owners were most aware of ads on SMS messages (17.6 percent) and mobile internet browsing (10.7 percent).

The same figures for iPhone users are 22.5 percent and 28.4 percent respectively.

Awareness of mobile ads is clearly influenced by the age of the consumer dropping steadily from 59 percent among 18-24 year olds to 16 percent for the over-65s.

The assertion that iPhone owners are more likely to be exposed to adverts on advanced services is backed up by the statistics for TV and video services with only 5.2 percent of non-iPhone users aware of ads on these services compared to 14.8 percent of iPhone owners.

The figures suggest that further smart phone penetration could be the key to development of the mobile advertising industry.

Smartphones enable and encourage extended user engagement and create fresh and innovative methods for mobile marketers.

The extent of these variations is also clearly demonstrated in the GfK/Brightkite report. Respondents with iPhones were found to be three times more likely to use location-based services, mobile video services or social networking and almost twice as likely to use their phone to access the internet or play games.

 “Over the last few years, we’ve tracked the growth of mobile advertising, and this has been fuelled by text messaging and mobile Internet formats. Now we are seeing consumers adopting a much broader set of mobile applications and services and this is exposing them to new ad formats,” said Jonathon Linner, CEO, Brightkite.

“It’s fascinating to see that iPhone users are almost as likely to see ads in a mobile social network as they are in a text message. This was unthinkable 12 months ago,” he added.

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