Nielsen Companys bi-annual Mobile Advertising Report

This is a valuable summary of Mobile Advertising stats. The numbers enclosed came from the Nielsen Companys bi-annual Mobile Advertising Report from Nielsen Mobile notes:

Approximately 23 percent of U.S. mobile subscribers say they've received mobile advertising in the past 30 days. Around 51 percent say they did respond to the ad. Note-this could be a negative or positive response.

The number of data users who recalled seeing mobile advertising grew sharply between the second and fourth quarters of 2007. This is a 38 percent increase from 42 to 58 million subscribers.

Other Nielsen findings include:
- 26 percent of those who saw an ad responded at least once via SMS which was the the most popular response
- 9 percent say they've used click-to-call to respond
- Teens ages 13 to 17 were the most likely age segment to recall seeing mobile advertising at 46 percent. Compared to 29 percent of all data users
- Asian-Americans (42 percent) and African-Americans (40 percent) are more likely to recall mobile advertising than all data users
- 32 percent of data users said they are agreeable to mobile advertising if it lowers their monthly bill
- 13 percent said they are agreeable to mobile advertising if it improves the media and content currently available
- 14 percent said they are already agreeable to mobile advertising assuming it is relevant to their interests
- 23 percent expect to see more mobile advertising in the future,
up from 15 percent in the first quarter of 2007

Direct Quote:
"We see an increasing trend of consumers willing to trade off and receive advertising to gain more and better mobile content," Nielsen Mobile VP of mobile media Jeff Herrmann in a prepared statement. "Successful mobile marketers will meet the challenge offered by consumers by engaging with them
in a way that adds value to the mobile user content experience."