50% of iPhone Users Recall Mobile Ads

Eighty percent of iPhone users take advantage of non-voice data services, versus just over 60% of non-iPhone users. iPhone owners are also twice as likely to browse the mobile Web than their non-iPhone counterparts. These two examples from the latest Mobile Advertising Report from mobile social network Limbo and market researcher GfK Technology, show what we’ve suspected since Apple launched the App Store: All the advertising dollars thrown at the iPhone community aren’t going to waste. Need more validation? The report also found that about 33% of consumers recall seeing a mobile ad; this number rises to 50% when limited to iPhone users.

The fourth-quarter report marks the first time that the companies had sufficient data on iPhone users to segment them out and compare these heavy data users to mobile consumers in general, according to Limbo co-founder and CMO Rob Lawson.

More on the report after the jump.


This most recent survey is also the first one to include info on location-based services. The report found that 10% of US-based mobile consumers used a map, friend or restaurant finder, location-aware social network or other LBS in the quarter. iPhone users were four times as likely to recall seeing LBS ads as non-iPhone users.

Additional statistics from the report include:

* Calling a toll-free number published in a mobile ad is the most common way consumers responded. Again, iPhone users outnumbered non-iPhone users two-to-one.

* 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.

* One in seven mobile phone users visit a mobile Web site; this rises to one in five for iPhone users.

* While men and women are equally likely to recall mobile advertising, women are 85% more likely to respond to ads than men.

Although acceptance and awareness of mobile advertising is on the uptick, there are still a few things advertisers can do to improve performance. According to Lawson, the report found that women are far more likely to respond to – or admit to responding to – mobile ads, as are younger consumers. This leaves a huge potential audience of men and older consumers that aren’t being properly targeted, something advertisers might want to rethink, he said.