...like mobile marketing. Today’s dynamic and fragmented media landscape can prove challenging for marketers trying to combine the right media mix. It’s important to think beyond traditional media, and consider newer platforms like mobile advertising because it’s got a lot to offer. Did you know there are over 255 million mobile phone users in the U.S.? More importantly, there’s a 41 percent recall in brands advertised through mobile platforms. Read on…
Mobile’s Reach
SMS still dominates: Over 50 percent of phone users send text messages. According to Limbo’s Mobile Advertising Report, “Fifty percent of SMS users are aged 35 or over, and 75 percent are aged 25 or over.”
*Limbo’s Mobile Advertising Report 2008
WAP (mobile Web) use: As the fastest-growing medium, with 69 million users, mobile Web surfing is not just limited to young users. In fact, a quarter of the users are over 50.
*Limbo’s Mobile Advertising Report 2008
Brand Recall and Ethnicities
Mobile advertising recall is at a similar rate for both genders, with 34 percent of men recalling ads, while 31 percent of women do. It’s also significant that Non-Caucasian ethnic groups are more likely to notice ads than Caucasians: Hispanics take the lead at 54 percent; African-Americans come in second at 49 percent; and Caucasians are at 26 percent.
It makes sense that Hispanics find mobile an important media vehicle since a Pew Research Center survey reported, “Hispanics are more likely than non-Hispanics to consider the cell phone a necessity, rather than a luxury.”
*Limbo’s Mobile Advertising Report 2008
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