January 12, 2008 at 2:18 am · Authored by Ricky · Filed under Research

Limbo, the mobile entertainment company, recently commissioned a study of 1,000 U.S. mobile subscribers to get a handle on mobile advertising and usage statistics. They will be updating the study on a quarterly basis, which should provide for some interesting statistics.

In the most recent study, they found that one in three mobile subscribers encountered an ad on their mobile phones in the past three months. Of those, 1/3rd actually recalled the brand being advertised, mostly common names such as Verizon, Chevrolet, and Coca-Cola. The study also showed that most of these ad-viewers received the ad via SMS or MMS, rather than online.

SMS continues to dominate non-voice activity in the U.S., with a whopping 56% participating, while barely half of that use the mobile web or gaming. Demographics showed that men seem to have a 20% higher recall than women, while African-Americans recall twice as many as whites.

82% of active SMS users were under 24, with married people twice the texters of their single peers.

I love studies like this, that show how other people use their phone, don’t you? It’s also good news for companies involved with or looking to get involved with mobile advertising.