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Figure 8: Reaction to mobile advertising by age group

Ages 55+

1%

Ages 35-44

7%

27%

35%

72%

58%

Ages 25-34

8%

35%

Ages 18-24

6%

40%

57%

Ages 13-17

13%

45%

54%

42%

I always look at it

I sometimes look at it

I never look at it

Base: Ages 13-17 (n=300), Ages 18-24 (n=261), Ages 25-34 (n=977), Ages 35-44 (n=946), Ages 55+ (n=910).

Source:The Nielsen Company

Androids OS

Microsoft Windows Mobile

Apple iPhone OS

Other

Palm OS

BlackBerry

80

33%

%

29%

26%

24%

22%

15%

60

67%

%

71%

74%

76%

78%

85%

Figure 9: Clicked on an advertisement within an app

100

%

45

40

%

20

0

13

Yes

No

Base: BlackBerry (n=625), MicrosoftWindows Mobile (n=294), Palm OS (n=92), Apple iPhone OS (n=959), Android OS (n=338), Other (n=95) Source:The Nielsen Company

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