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More Than 100 Million U.S. Subscribers View Mobile Ads in Q3

By Jason Ankeny

Mobile advertising awareness grew 33 percent in the first nine months of 2008 against a backdrop of six percent growth in mobile phone usage--indicating increasing spending on mobile advertising efforts--according to consumer research conducted by mobile community provider Limbo and market analysis firm GfK Technology. Nearly four out of 10 American mobile subscribers (roughly 104 million U.S. consumers in all) recall seeing mobile ads between July and September 2008, which Limbo says represents the first time mobile ad awareness cracked the 100 million customer benchmark in a fiscal quarter.

While 60 million consumers recalled text-based ads (a 42 percent increase in nine months), 31 million subscribers recalled mobile web ads. Limbo notes that the demographic breakdown of mobile ad viewers offers few surprises: 57 percent of subscribers who recalled mobile ads are male, 52 percent are between the ages of 35 and 64 (with 28 percent above age 50) and 68 percent are Caucasian. [FierceMobileContent]

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