Mobile News

One in three iPhone users use LBS in Q4 February 11, 2009

Users of Apple’s iPhone are more than twice as likely as non-iPhone users to browse the mobile web and more than three times as likely to use LBS or a location-based social network, according to a mobile advertising report by Limbo. The report suggests that advertisers can reach iPhone users with mobile campaigns more easily than with other platforms, with more than 80 percent of iPhone users taking advantage of non-voice mobile data services, compared to just over 60 percent of non-iPhone users. One in ten mobile phone users in the US used a location-based service such as a map, friend or restaurant finder in the fourth quarter. The 25-34 age group saw the highest levels of interest in this type of offering, with 22 percent penetration. In contrast, iPhone users are four times as likely to recall LBS ads as non-iPhone users. While 33 percent of mobile consumers recall seeing mobile advertisements, 41 percent of iPhone users recall seeing mobile ads, according to the survey. The vast majority of these ads were seen in SMS text messages, twice as much as mobile web ads, which are the second most common mobile ad viewed. Significantly fewer consumers see other forms of mobile advertising unless they have an iPhone.

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