Indiantelevision.com Team

(5 March 2008 2:30 pm)

MUMBAI: Despite the relatively small universe of mobile internet users, nearly a quarter of mobile users say they have encountered some sort of advertising on their mobile devices, says a new report issued by Nielsen Mobile.

Over the last 30 days, 58 million users reported being exposed to mobile advertising, or 23 per cent of the total mobile audience, according to Nielsen's biannual Mobile Advertising Report, which is based on a survey of over 22,000 active mobile data users. And while just 13.7 per cent of mobile subscribers have accessed the mobile internet, which, Nielsen says, is the biggest source of mobile advertising, users are finding ad messaging on their mobile devices in numerous ways.

Of those users who say they have recently come across mobile advertising, 25 per cent saw ads on the web, 17 per cent engaged with a brand via SMS messages, 18 per cent spotted ads while playing mobile games and another 18 per cent encountered ads through some sort of music download or mobile radio application. Other sources of mobile ads included branded wallpaper, mobile e-mail and mobile video ads.

The report also says that certain demographics are much more likely to be greeted with ads while using their mobile devices: 46 per cent of teens recalled seeing ads, as did 42 per cent of Asian Americans and 40 per cent of African Americans.