Will people watch advertising on their mobile phones?
Andrew GreenZenithOptimedia
BACKGROUND
The first mobile phone network was launched in Finland in 1971. By 2006, the number of mobile phone subscribers globally had reached 2.3 billion. Over one third of the world's population now have a mobile phone, a number expected to grow to 48% by 2011.1
By region, 96% of Western Europeans, 73% of North Americans and 26% of those living in the Asia Pacific region now possess this technology, with the fastest growth expected for Asia over the coming years, as China and India play catch-up.
Where...