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Mobile Advertising Report Q2 2008

Mobile Advertising Report Q2 2008

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Published by Mikhail
The Limbo-GfK Mobile Advertising Report is a tool to help marketers and their agencies understand this fastchanging medium.

The Mobile Advertising Report is distributed free to marketers. To receive the mobile
marketing report, email mar@limbo.com.
The Limbo-GfK Mobile Advertising Report is a tool to help marketers and their agencies understand this fastchanging medium.

The Mobile Advertising Report is distributed free to marketers. To receive the mobile
marketing report, email mar@limbo.com.

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Published by: Mikhail on Feb 06, 2009
Copyright:Attribution Non-commercial

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02/19/2010

 
 
Mobile Advertising Report
2
nd
Quarter 2008
Private & Confidential - Limbo, Inc. August 2008
What is the Mobile Advertising Report?
More people in the United States (and indeed globally) have a mobile phone than an Internet-connected PC.Consumers are quickly emigrating away from pay-per-use mobile services and are heading toward free-to-end-user services that are supported by advertising. Coupled with a fragmenting media landscape, advertising-supported, free-to-end-user services create exciting opportunities for brands to reach consumers in ways never before possible.The Limbo-GfK
Mobile Advertising Report 
is a tool to help marketers and their agencies understand this fast-changing medium. The
Mobile Advertising Report 
is distributed free to marketers. To receive the mobilemarketing report, email
mar@limbo.com
.The Limbo-GfK
Mobile Advertising Report 
is produced in conjunction with GFK/NOP research. The Q2 2008edition is based on a survey of 1,000+ representative adults in each of three countries: USA, UK, India.
1. Mobile Phone Usage
There are more than 3.3 billion mobile users worldwide, and growing. In the US, 262 million people now usemobile phones, up from 251 million in Q4 07. India has 277.9 million cell phone users, and there are 48 millioncell phone users in the UK.Usage of different mobile services varies between the three markets studied.In the US, 53% of thosesurveyed reported thatthey had sent or received a text messagewithin the past threemonths, while 93% of those in the UK and 94%of those in India reportsending or receiving textmessages.Although the US still lagsthe other markets in itsuse of messaging, thepicture is different inmobile web usage,where the UK (30% of phone owners) and theUS (25%) are markedlyahead of India (11%).
 
 
Mobile Advertising Report
2
nd
Quarter 2008
Private & Confidential - Limbo, Inc. August 2008
2. Mobile Advertising Penetration
Mobile advertising in the UK and India ismore commonly recalled than in the US.While 85% of those in India recall seeingmobile advertisement in the past threemonths, only 37% of those in the US haveseen a mobile advertisement in the sametime period, compared to 51% of those inthe UK.The number of people in the U.S. who recalledseeing advertising on their phones, through anymobile service, continues to grow each quarter,from 78 million (31%) in Q4 07, to 82 million(32%) in Q1 08, to over 95 million (37%) in thesecond quarter of this year. This increase,graphed to the right, may be attributed to anincrease in mobile advertising spend as morecompanies enter the mobile advertising space,the high growth rates in mobile usage in older age groups, or increases in mobile advertisingbudgets from companies who have experiencedsuccess with their mobile campaigns.The growth in mobile advertisingawareness is occurring in all agegroups, although the largest rates of growth in the last 6 months have comein the 25-34 age group (47%) and in theover 65s (45%).The 18-24 age group remain the mostaware of mobile advertising in the US,with over 60% recall.
 
 
Mobile Advertising Report
2
nd
Quarter 2008
Private & Confidential - Limbo, Inc. August 2008Text message based advertising is themost common form of mobile advertisingin all three countries. In India, 74% of mobile phone users recall seeingadvertising in SMS messages comparedto 48% of those in the UK and 22% of mobile phone users in the US, as shownto the right.Mobile web advertising was mostcommon in the UK, with 16% of respondents recalling advertising,compared with 8% of those in the US,and 4% of those in India.A striking variation between thecountries is in the awareness of advertising when listening to theradio on the mobile phone. Four out of ten respondents recalledhearing ads in this way in India,where two thirds of respondentslistened to the radio using their cell phones.

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