ReadWriteWeb reports that market research agency GfK released a report today that found iPhone users are more likely to recall and respond to ads than other mobile phone users. Surprising? Not really, but the report did find some very interesting statistics regarding mobile users.
- One in ten mobile phone users in the U.S. used a location-based service such as a map, friend or restaurant finder in Q4 2008.
- iPhone users are four times as likely to recall LBS (location-based service) ads as non-iPhone users.
- While men and women are equally likely to recall mobile advertising, women are 85 percent more likely to respond to ads than men
- Calling a toll free phone number published in the ads is the most common means of response; iPhone users called twice as much as non-iPhone users
- 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
So what does all of this data mean? I think these are strong numbers to urge mobile advertisers to spend more money developing ads targeted at iPhone users. Given the growing popularity of not only iPhones, but Internet-ready mobile phones, these numbers should encourage advertisers to increase spend (particularly local advertisers).
How effective have your mobile ads been? Are you focusing marketing efforts in this area during the current economic climate?