ComScore study reveals a quarter of UK smartphone users can recall seeing an ad

Market intelligence outfit comScore has released details of a recent mobile and online study, revealing 25.4 percent of UK smartphone users could recall seeing an ad on their devices.

In absolute numbers, that's 5.4 million UK smartphone subscribers who during June 2011 said they saw an ad either while browsing the web or in a game or app. 

ComScore revealed that this figure was up 28 percent compared to a similar survey in March. 

In addition, nearly 8 percent of smartphone users recalled seeing ads at least once a week (up 28 percent), and 7.5 percent recalled seeing them almost every day (up 52 percent).

Age before beauty

ComScore also separated its findings based on age demographics, with the age 15-24 bracket unsurprisingly garnering the highest number of ad recalls.

Percentile penetration

“Over the past few years, video and mobile have emerged as important channels for advertisers seeking to reach digital consumers,” said Mike Shaw, director of comScore Marketing Solutions.

“While the penetration for video and mobile advertising has not yet reached the level that it has for online display advertising, it is likely that the penetration for these will only grow as mobile advertising continues to increase and more advertisers incorporate video as an integral part of their marketing strategy.”

[source: comScore]