What is the Mobile Advertising Report?
More people in the United States (and indeed globally) have a mobile phone than an Internet-connected PC. Consumers are quickly emigrating away from pay-per-use mobile services and are heading toward free-to-enduser services that are supported by advertising. Coupled with a fragmenting media landscape, advertisingsupported, free-to-end-user services create exciting opportunities for brands to reach consumers in ways never before possible.
The Mobile Advertising Report is a tool to help marketers and their agencies understand this fast-changing medium. The Mobile Advertising Report is distributed free to marketers. To receive the mobile marketing report, email [email protected]. The Mobile Advertising Report is produced by Limbo and GFK/NOP research. The Q3 2008 (US) report is based on a survey of 1,000+ representative adults in the US.
1. Mobile Phone Usage
There are more than 267 million mobile phone users in the US – up from 251 million in Q4 of 2007 (a 6% increase).
Text messaging (SMS) remains the dominant data service used by US consumers. More than 160 million consumers used text messaging in the third quarter of 2008. This was a 14% increase over Q4 2007 – more than double the growth in the overall market.
MMS is also increasingly popular – showing a 15% increase over the same 9-month period to 102 million users. The mobile Internet is used by 29% of phone users (78 million people). Mobile video/TV usage showed the slowest growth rate of 6% - flat with the market and 19 million users in Q3 2008.
