Stephanie Gulley's Profile

Seeing Ads

• One in ten mobile phone users in the U.S. used a location-based service such as a map, friend or restaurant finder in Q4, 2008. The 25 - 34 age group saw the highest levels of interest in this type of offering, with 22 percent penetration. 
• One in seven mobile phone users visit a mobile Web site, the second most popular response; this rises to one in five for iPhone users

Recalling Ads

• iPhone users are four times as likely to recall LBS (location-based service) ads as non-iPhone users.
• 33 percent of mobile consumers recall seeing mobile advertisements this quarter, compared to 41 percent of iPhone users.
• One in three consumers that recall seeing a mobile ad responded in some way; this rises to one in two for iPhone users
• While men and women are equally likely to recall mobile advertising, women are 85 percent more likely to respond to ads than men
• Calling a toll free phone number published in the ads is the most common means of response; iPhone users called twice as much as non-iPhone users
• One in seven consumers reported buying a product or visiting a store as a result of seeing a mobile advertisement; for iPhone users, more than one in four bought something as a result of seeing an ad