Mobile social communities provider Limbo and GfK Technology, a market search agency, have released the latest joint Mobile Advertising Report (MAR), showing a high percentage of mobile phone users in the US, UK and India. This, in turn, indicates that they are receiving advertising messages through their mobile phone: 85 percent in India, 51 percent in the UK, and 37 percent in the US.

Though mobile phone marketing exposure is prevalent in all three countries, the mobile delivery tools vary. Text messaging, however, remains the most common advertising format in all; 74 percent in India, 48 percent in the UK and 22 percent in the US. Mobile web advertising was most prevalent in the UK, with 16 percent of respondents recalling advertising compared with 8 percent of those in the US and 4 percent of those in India. Radio also showed a striking variation with nearly 40 percent of those in India recalling advertisements through radio on their mobile phones compared to only 9 percent in the UK and 3 percent in the US.

Though the US lags behind the UK and India in many mobile phone usage categories, it shows strong growth. The number of people using mobile phones in the US has grown from 251 million in Q4 2007 to over 263 million this quarter, up nearly ten percent. The US also shows steady increases in the number of people who recall seeing advertising through their mobile phone, from 31 percent to 37 percent over the same time period.

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