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Mintel-Mobile-Ad-Reach-July2013Mobile advertising is growing by leaps and bounds, with spending up by 111% year-over-year in 2012 to reach 9% of all online ad revenues, per the latest revenue report from the IAB and PricewaterhouseCoopers. It appears that these ads are indeed reaching Americans, according to new research from Mintel. 76% of mobile web users in the US reported having seen a mobile ad in the past month, with that figure rising to 91% among 18-24-year-olds and 83% of those in the 25-34 bracket. Figuring in Americans without smartphones or internet access, the researchers estimate that mobile ads reached 49% of all American adults in the past month.

Despite burgeoning spend on mobile paid search, Mintel’s data indicates that the most commonly seen ads are in-application and banner ads – with about half of all 18-34-year-olds having seen an ad in an app, mobile game, or banner. Notably, among 18-34-year-old mobile web users, roughly 4 in 10 have also watched a video ad and been exposed to an internet radio ad.

Other Findings:

  • 18% of adults report having redeemed a mobile coupon, rising to more than 20% among those whose annual household income exceeds $100k.
  • 28% of mobile web users are happy to see ads in exchange for free mobile app usage, with willingness highest among the 18-24-year-old group (34%).

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