SMS is dominant mobile service beyond voice

New research claims that brand recall for mobile advertising was up 20 percent in the first quarter in the United States. The study also observed that approximately forty-one percent of mobile device users remember seeing mobile advertising and can name at least one brand. This is up from 34 percent just three months earlier, according to mobile entertainment community Limbo. The population who recalled seeing ads on their mobile phones in the last three months has risen from 78 million to 82 million.

The co-founder/CEO of Limbo, Jonathan Linner, said that most of the U.S. consumers are increasingly comfortable with mobile technology and therefore continue to try new things on their cell phones. He added saying that the continuing high rates of adoption and recognition are encouraging for the mobile channel. He also said that presently, it’s best to invest in SMS-based mobile advertising campaigns or to integrate SMS into an existing campaign.

Limbo’s Mobile Advertising Report, produced quarterly in conjunction with market researcher GFK/NOP, was free of charge for marketers. The first-quarter report that was based on a survey of a 1,000 U.S. adults saw that gender and age seems to affect brand recognition. Men were 10 percent more likely than women to recall a brand they had seen advertised and the ages 25-34 were the highest-performing age group.

Apart from gender and age, income also affects recall as well, with those earning the least are much more likely to recall brands than those earning the most.

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