Mobile advertising engaging consumers: Limbo

Brand recall for mobile advertising is up 20% for the first quarter of 2008, according to a new study by mobile advertising firm Limbo.

In Limbo’s Mobile Advertising Report Q1 2008 edition, it found that there are more than 255 million cell phone users in the US, up from 251 million in fourth quarter 2007.

The report also found that while text messaging is highest among the 24-and-under age group, with 82% of this age group texting, it’s not just millenials. More than 50% of SMS users are aged 35 or over and 75% are aged 25 or over. SMS continues to dominate, with more than 50% of cell phone users texting, but WAP, mobile enabled Internet, is the fastest-growing medium, with 69 million users.

Interestingly, the report found that 41% of cell phone users who remembered seeing mobile advertising could remember at least one brand, which is up from 34% just three months earlier.

This comes as consumers are seeing more advertising in general. The number of people who reported seeing advertising on their cell phones in the last three months has risen from 78 million to 82 million in the last quarter.

The most commonly recalled brands were the mobile operators themselves, including Verizon and AT&T, followed by mobile service providers and handset manufacturers, according to the report.

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