The third-screen deluge

23 percent of mobile users — or 58 million people — have been exposed to ads on their devices, reports Mediaweek, according to a report by Nielsen Mobile.

25 percent of those surveyed have seen ads on the mobile web. 17 percent engaged in text-messaging interactions with brands. And ads in mobile games or in a music or radio application accounted for 18 percent of exposures.

Recall of ads was highest — 46 percent — among teens. Minorities also had high levels of recall, with Asian Americans logging 42 percent and African Americans 40 percent.

Mobile ads also have a fairly high response rate, which may be the result of a comparatively uncluttered environment. The ad format with the highest response level continues to be SMS, with 26 percent responding to the ads.

The study from Nielsen comes at the same time comScore issued a report observing the number of users accessing the mobile web has doubled.