• by Ross Fadner , October 30, 2008

At the OMMA Mobile show in Los Angeles, Nic Covey, Nielsen Mobile’s Director of Insights, revealed how cell phone users are responding to mobile advertising. For starters, Nielsen finds that 13 percent of mobile data users both recall and respond to mobile ads, while 16 percent view the ads but do not respond. Not surprisingly, the vast majority, 70 percent, does not recall mobile ads at all.

 

But how did those who respond interact with these ads? According to covey, 25 percent of mobile ad respondents sent an SMS message, 13 percent sent a picture SMS, 11 percent sent an email, 9 percent visited a Web or mobile site, and 7 percent responded to click-to-call. Covey said click-to-call, in particular, presents a huge opportunity for marketers.

 

Encouragingly, among those who did not recall or respond to mobile ads, only 10 percent cited privacy concerns as their reason for not responding. Just 2 percent said their data connection was too slow.