Receptivity To Reading Ads On Mobile Phones (Rise)

Gail Chiasson, North American Editor

A recent study by Ipsos Open Thinking Exchange and Ipsos Global @dvisor notes that receptivity to reading ads on mobile phones is on the rise, with 41% saying they have already done so.

The percent rises for those younger than 35 (45%) and falls among those who are 50 to 64 years of age (32%).

Geographically, those in Latin America, the Middle East, Africa and the BRIC countries are much more likely to have viewed an ad on their mobile phones (more than five out of 10 people) than those in North America, where less than two out of 10 people have done so.

The study concludes that, when making media plans, remember that you’ll have better mobile phone exposure among younger people outside the U.S. and Canada – at least for now.

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