NEW YORK: Some 59% of Americans owning an Apple iPhone recalled seeing ads on their mobile in the first quarter of this year, a figure that dropped by 21% for users of all other types of wireless phone, Brightkite and GfK Technology report.
As previously argued, the iPhone is regarded as having the potential to revolutionise mobile advertising, and a number of big brands have increased their activity via this medium in recent months.
The two companies surveyed 1,000 Americans, and found that 28.4% of iPhone users recalled seeing mobile web ads in Q1, with 22.5% saying the same for SMS-based marketing communications, and 19.6% agreeing with this statement regarding ads on social networking portals like Facebook.
A further 14.8% of this group reported having viewed TV or video ads on their iPhone, with spots on mobile radio scoring a comparative total of 9.3%, and in-game advertising posting a recall rate of 7.1%.
By contrast, SMS ads achieved the highest level of recall among users of all other types of phone, followed by executions on the mobile web on 10.7%, and ads on social networks, on 7.3%.
Overall, iPhone users also displayed a higher rate of take-up of a range of mobile services, although text messaging remained the most widely-used tool, utilised by 81.1% of owners of the smartphone, compared with 65.7% of users of other mobiles.
Mobile web usage among iPhone owners also reached 55.8% in Q1 this year, compared with 30.1% by non-iPhone users, while the proportion of the former group playing games on their phone totalled 50.2%, 20% higher than that for the latter.
Around a third of Americans owning the Apple-made device also accessed social networks via their phone between January and March this year, compared with 10.3% of those using other handsets.
A similar difference was observable in terms of viewing mobile TV and video, with this comparative figures standing at 27.2% and 8.1% respectively.
Colin Strong, GfK Technology's head of mobile communications research, argued that the iPhone appeared to be changing the face of mobile advertising among both consumers and advertisers.
He said: "If the iPhone is an indicator of future behavior across other handsets, then we would conclude that the former 'standards' of mobile advertising – WAP and SMS – are going to be caught up to and perhaps surpassed by ads inside of other applications and services."
As previously argued, the iPhone is regarded as having the potential to revolutionise mobile advertising, and a number of big brands have increased their activity via this medium in recent months.
The two companies surveyed 1,000 Americans, and found that 28.4% of iPhone users recalled seeing mobile web ads in Q1, with 22.5% saying the same for SMS-based marketing communications, and 19.6% agreeing with this statement regarding ads on social networking portals like Facebook.
A further 14.8% of this group reported having viewed TV or video ads on their iPhone, with spots on mobile radio scoring a comparative total of 9.3%, and in-game advertising posting a recall rate of 7.1%.
By contrast, SMS ads achieved the highest level of recall among users of all other types of phone, followed by executions on the mobile web on 10.7%, and ads on social networks, on 7.3%.
Overall, iPhone users also displayed a higher rate of take-up of a range of mobile services, although text messaging remained the most widely-used tool, utilised by 81.1% of owners of the smartphone, compared with 65.7% of users of other mobiles.
Mobile web usage among iPhone owners also reached 55.8% in Q1 this year, compared with 30.1% by non-iPhone users, while the proportion of the former group playing games on their phone totalled 50.2%, 20% higher than that for the latter.
Around a third of Americans owning the Apple-made device also accessed social networks via their phone between January and March this year, compared with 10.3% of those using other handsets.
A similar difference was observable in terms of viewing mobile TV and video, with this comparative figures standing at 27.2% and 8.1% respectively.
Colin Strong, GfK Technology's head of mobile communications research, argued that the iPhone appeared to be changing the face of mobile advertising among both consumers and advertisers.
He said: "If the iPhone is an indicator of future behavior across other handsets, then we would conclude that the former 'standards' of mobile advertising – WAP and SMS – are going to be caught up to and perhaps surpassed by ads inside of other applications and services."
Data sourced from Marketing Charts; additional content by WARC staff
