Twenty-three percent - almost 58 million -- of all U.S. cellphone users say they have seen advertising on their phones in the past 30 days, according to a new report from Nielsen. And of all
those who recall seeing mobile advertising in the previous 30 days, about half say they responded to it.
The results come from a survey of about 22,000 active mobile users who
accessed at least one non-voice mobile service in the fourth quarter. Among other findings, Nielsen reports that the number of users who recalled seeing mobile advertising between the second and
fourth quarters of 2007 increased 38%, while teen users were the most likely to recall seeing mobile advertising.
Breaking it down by ethnicity, Asian-Americans and African-Americans
were more likely to recall mobile advertising, at 42% and 40%, respectively, than the rest us while 26% of all those who saw an ad responded at least once by sending a text-message.
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