23% mobile users recall ad encounter

According to Nielsen’s bi-annual Mobile Advertising Report, the number of consumers who encounter and interact with mobile advertising is on the rise.

by Helen Leggatt

nielsen%20mobile%20logo.gif Speaking about the results of Nielsen’s recent mobile advertising research, Jeff Herrmann, VP of Mobile Media at Nielsen Mobile said they “reinforce the validity of the mobile marketing medium”. The research found that 23% of mobile users recall encountering mobile advertising over the past 30 days, around 58 million. What's more, roughly half responded to the ads.

Almost a third of those surveyed who use mobile technology to text or surf the web said they welcomed advertising providing it lowered their overall bill. If ads were relevant to the user 14% said they would be more tolerant of them and 13% said they were in favor of advertising so long as it improved content.

"We see an increasing trend of consumers willing to trade off and receive advertising to gain more -- and better -- mobile content," said Herrmann.

Since Nielsen’s previous Mobile Advertising Report in Q2 07, the number of users who recall seeing mobile advertising was up 38% in Q4 07, from 42 million to 58 million