Within the past month, how often did mobile users notice an advertisement on their mobile phone? How often did they respond? What type of advertisements did mobile users respond to and what products/services were they promoting? What types of ads are most affective and would make mobile users more likely to purchase or learn more about a product?

These questions were addressed in the recent SavvyQuest™ omnibus survey sponsored by MMA conducted August 16 to August 20, 2010. Fully, 92% of all U.S. adult consumers surveyed for this study reported having a cell phone. Respondents who owned a cell phone participated in the full study and were asked the following questions regarding their cell phone and usage of certain mobile phone features:

• Frequency with which mobile consumers noticed mobile ads in past month
• Frequency with which they responded to mobile ads noticed within past month
• Type of ad responded to and the product/service it was promoting
• Whether their response involved a purchase
• Types of mobile ads more likely to encourage consumers to learn about /purchase the product
• Manufacturer of current cell phone
• Current cellular service provider