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8 / 10

BlackBerry

9%

Apple iPhone OS

6%

Figure 10: Preference for advertisements to be viewed within apps or outside of apps

40%

47%

41%

38%

10%

11%

Microsoft Windows Mobile

15%

Android OS

13%

43%

13%

29%

48%

10%

29%

Would prefer the ad take me outside the app

Would prefer the ad be able to be viewed within the app

Would view the ad either way and have no preference

Would not view the ad at all

Palm OS

14%

Other

6%

39%

48%

19%

8%

28%

38%

Base: BlackBerry (n=263), MicrosoftWindows Mobile (n=178), Palm OS (n=50), Apple iPhone OS (n=911), Android OS (n=122), Other (n=49). Source:The Nielsen Company

Figure 11: Actions taken when viewing mobile advertising

Used a search engine to find out more information Told someone about the advertised product or service Looked online for more information Forwarded a link or video to others Used a coupon Considered buying advertised product/service Entered a contest or sweepstakes Went to a retailer/store/distributor for more information Thought more favorably about the featured brand or product Purchased or intend to purchase advertised product/service in a store Recommended an advertisement/ advertised product/service Read or wrote on a blog Purchased or intend to purchase advertised product/service online Called a toll-free or 800 number Purchased advertised product/service immediately Posted a comment or updated my status on my social networking site Source:The Nielsen Company

12% 12% 11% 10% 9% 9% 9% 8% 8%

14%

17% 16% 16%

20% 19% 19%

8

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