Limbo-GfK's fourth-quarter Technology Mobile Advertising Report found more than 80 percent of iPhone users take advantage of non-voice mobile data services, compared to just over 60 percent of non-iPhone users, MediaBuyerPlanner reports.
This suggests that advertisers can reach iPhone users with mobile campaigns more easily than with other platforms.
When it comes to mobile advertising, a third of Americans with cell phones have seen a mobile phone ad during Q408; 41% of those with iPhones recalled seeing an ad in the fourth quarter.
The vast majority of these ads were seen in SMS text messages, twice as much as mobile web ads, which are the second most common mobile ad viewed.
The report revealed that a third of those surveyed who recalled seeing ads "responded in some way" to the ad (one in two iPhone users responded). The most common response was to call a toll-free number included in the message. One in seven mobile phone users visited a mobile website in response to an ad (one in five for iPhone users). One in seven reported buying a product or visiting a store as a result of seeing a mobile ad (more than one in four for iPhone users).
More survey results:
- One in ten mobile phone users in the U.S. used a location-based service such as a map, friend or restaurant finder in Q4. The 25–34 age group saw the most interest in this type of offering, at 22%.
- iPhone users are four times as likely to recall location-based service ads as non-iPhone users.
- iPhone owners are twice as likely to see mobile web ads and four times as likely to see an ad while playing a game on their phone or while using a location-based service, than non-iPhone users.
- iPhone users are more than twice as likely as non-iPhone users to browse the mobile web, and more than three times as likely to use a location-based service (LBS) or a location-based social network.
