comScore,latest results of a U.S. study on mobile advertising, found that the number of advertisers using mobile display ad campaigns has more than doubled in the past two years, with mobile content and publishing accounting for half of all products advertised on mobile devices.
“In April 2011, 689 advertisers used mobile display advertising campaigns to reach consumers, up 128% from two years prior, demonstrating the growing use of the mobile channel for advertisers. An analysis of advertised categories revealed that mobile content and publishing accounted for 50% of mobile ads, while 26% of display ads were for consumer discretionary goods. Information technology accounted for 7%, while financial services accounted 6% of mobile display ads,” reports comScore.
Over 80% smartphone users accessed mobile browser 82.3% or apps 85% during March, while 19.1% of feature phone users utilized mobile browser and 15.9% accessed apps. Smartphone users were also far more likely to see web or in app ads (27.5% vs. 5%) due to their heavier usage of mobile browsers and apps and were also more likely to respond to SMS ads (7.7% vs. 3.5%).