According to the quarterly Mobile Advertising Report by Brightkite and GfK Technology, 38% of US mobile phone owners recall seeing advertising on their cell phones in the first quarter of 2009, although for Smartphone (such as iPhone) users, 59% recalled seeing mobile advertising. For iPhone users, the number one format for seeing ads is mobile web advertising, while for other Smartpphone users, it is SMS. Overall awareness of mobile phone ads has risen in the twelve months, the survey of 1,000 users found, increasing from 6.8% of the user population in Q1 2008 to 10.8% a year later. The most striking finding of this report, says the summary, is the increased breadth of mobile advertising formats that consumers are noticing. 23% of Smartphone users recall seeing SMS advertising, but 20% saw ads in mobile social networks and 15% saw ads in mobile TV/video. In just three months, the number of Smartphone users seeing ads inside a location-based network has almost tripled to 15%. At current growth rates, the study predicts that some of these formats will surpass mobile web and/or SMS in 2009. Awareness of Mobile Advertising Percent of Respondents Seeing Mobile AdsMobile FormatiPhone UsersNon iPhone Users Any format 59.3% 38.2% SMS 22.5 17.6 Mobile web 28.4 10.7 Social network 19.6 7.3 MMS 17.1 7.1 TV/Video 14.8 5.2 LBS 15.4 4.3 Game 7.1 3.7 Mobile radio 9.3 3.6 Source: Brightkite & CfK Technology, Q1 2009 Demographically, men showed the greatest quarterly increase in mobile ad awareness, jumping to 43% in Q1 '09 from 33% the quarter before. The report's authors ascribed the increase to usage growth in mobile Internet, social network, games and radio among the 18-24 age group, whose ad awareness shot to 59% this last quarter from 47% at the end of last year. Ad awareness among women remained steady at about 34%. The report says that, in addition to being more aware of mobile advertising, phone users are quickly adopting a much broader set of mobile services: