jatiN mahindrA doT coM

More than a third (38%) of U.S. mobile phone users remember seeing advertising on their cell phones in the first quarter of 2009, with smartphone owners recalling 59 percent of mobile advertising according to a new study by GfK Technology conducted on behalf of social networking service Brightkite.

For smartphone users, the top format is mobile advertising, while for regular phone users, it is SMS. The report found an increase in the types of mobile advertising formats that consumers are noticing.

Johnathon Linner

Just under a quarter (23%) of smartphone users recall seeing SMS advertising, but 20 percent saw ads on mobile social networks and 15 percent saw ads in mobile video. In just three months, the number of smartphone users seeing ads inside a location-based network has almost tripled.

The study also found mobile users are adopting a broader set of mobile services with 14 percent now using one or more location based services (38% of iPhone users) and 10 percent use a mobile social network (33% of iPhone users).

"Over the last few years, we’ve tracked the growth of mobile advertising, and this has been fueled 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, Brightkite’s CEO.

"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."

Related posts:

1. Smartphone Users Are Gobbling Up Mobile Content
2. Smartphone Owners Frustrated By Poor Mobile Site Functionality
3. Mobile Banking Trends Accentuate Mobile Growth in General
4. Smartphone Sales Up 12% In Q3
5. Survey Finds Many Smartphone Owners Open to Targeted Ads
6. Smartphone Sales Up 47% In Q2
7. Smartphone Sales Up 27%
8. 20% of Mobile Users Using WiFi – Bango
9. Comparing Smartphone Market Share by Operating System
10. UK iPhone Users Most Active Online
11. Mobile Music Users Open To Ads For Free Songs
12. Smartphone Usage Continues to Grow Despite Economy