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Effects of Mobile Phone Advertising - Nielsen Report
Nielsen Mobile, a service of The Nielsen Company, surveyed 22,000 active US mobile data users who used at least one non-voice mobile service in the fourth quarter last year. The report estimates that 28 million mobile subscribers responded to at least one mobile advertisment. Nielsen examined consumer recall, responses and attitudes toward banner ads on mobile web pages, SMS text-message advertising, sponsored applications, video advertising and other types of advertising that reach consumers while using data applications on their mobile phones. The report reveals that:
* The number of data users who recalled seeing mobile advertising between the second and fourth quarters of 2007 increased 38% (from 42 to 58 million subscribers)
* Teen data users (ages 13-17) were the most likely age segment to recall seeing mobile advertising (46% recalled seeing some type of mobile advertisement, compared to 29% of all data users)
* Asian-Americans and African-Americans are more likely to recall mobile advertising (42% and 40%, respectively) than all data users
* 26% of those who saw an ad responded at least once by sending an SMS text-message, the most popular ad response. 9% say they've used click-to-call to respond to a mobile ad
* 32% of data users said they are open to mobile advertising if it lowers their overall bill
* 13% (18% of males) said they are open to mobile advertising if it improves the media and content currently available
* 14% said they are already open to mobile advertising so long as it is relevant to their interests
* 23% expect to see more mobile advertising in the future (up from just 15% in Q1 2007)
'We see an increasing trend of consumers willing to trade off and receive advertising to gain more - and better - mobile content, ' said Jeff Herrmann, VP of Mobile Media at Nielsen Mobile. '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. '
This research suggests that rich media, incorporating video footage, music and interactivity, will become increasingly important in mobile phone advertising, and offer new markets for stock footage producers to utilise.
Report: www.nielsenmobile.com
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