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The Limitless Potential of Mobile

Posted on 3.07.2007
The Online Publishers Association's International Going Mobile Report shows that consumers are watching and acting on mobile Web advertising.

Key findings from the report include:
  • Access to the mobile Web is widespread (76% of all consumers surveys) and usage (at 32% of those same consumers) will continue to grow in 2007.
  • Advertising works on the mobile Web – both in terms of receptivity and action. (34% say they will watch advertisements in exchange for free mobile content)
  • Brands play a significant role in driving mobile Web activity. (those brands are heavily associated with PC Web Brands)
  • People depend on the mobile Web for key content and are actively registering, personalizing and paying for content.
While people often think of the mobile Web as the realm of ringtones and messaging, it is clearly a rich platform for quality content and marketing,” said OPA president Pam Horan. “Mobile content consumption is high and growing – in the year ahead, current users plan to spend more time with the mobile Web and new audiences will adopt the platform.  Additionally, a large number of consumers are watching ads and acting on them. The OPA ‘Going Mobile’ study indicates that very real opportunities exist for marketers and publishers to take advantage of the mobile Internet.”
The complete Going Mobile report is available at

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