Limbo: Indian mobile phone subscribers get most ads

A recent report, from mobile social network Limbo and market search agency GfK Technology, found differences in the recall rates of mobile phone users by country.

The second-quarter update of the Mobile Advertising Report revealed mobile subscribers in India are receiving many more advertising messages on their mobiles (85%) as those in the U.S. (37%).

The most common ad format continues to be text messaging with almost three-quarters of Indian subscribers having received ads in that format, 48% in the U.K. and 22% in the U.S. The most-recalled ads were for mobile services, entertainment and music services.

Subscribers in the U.K. are more likely to receive mobile Internet advertising with 16% recalling the receipt of an ad formatted as such compared with 8% in the U.S. and 4% in India.

"With enhanced handsets and flat rate data tariffs increasingly common, it is only a matter of time before mobile Internet advertising starts to rival the penetration of SMS or text message marketing," said Colin Strong, head of mobile communications research at GfK Technology.

Tags: mobile marketing, text messaging