Report Looks at Mobile Brand Recall

Multicultural mobile agency Briabe Media and mobile web entertainment site MocoSpace have released a report entitled The Mobile Consumer: Brand Recall, which reveals the mobile brand advertisers that are proving most successful at sticking in consumers’ minds in the US.

The report is based on a survey of over 12,000 respondents carried out by the two companies in December 2010. It reveals that carriers’ and retailers’ mobile ads are most top-of-mind with consumers.

When asked ‘Can you recall any advertisers you have seen on your phone?’ an average of 37 per cent of consumers responded ‘Yes.’ When broken down by ethnicity, African-Americans outpaced all other demographics, with 41 per cent saying they recalled seeing advertising on their mobiles. 36 per cent of both Asian Americans and Caucasians recalled mobile ads, with Hispanics 2 per cent behind at 34 per cent.

Over 2,500 participants in the MocoSpace community provided responses when asked to name specific brands they recalled seeing on their mobile phone. The Top 20 answers fell into the following categories:

  • Mobile carriers/telecom – 23 per cent of respondents named these operators: AT&T, Sprint, Verizon, T-Mobile, Boost Mobile, Metro PCS, and Cricket
  • Major retailers and consumer brands – 17 per cent of respondents named Macy’s, JC Penney, Sears, Walmart, Colgate, Nike and Target
  • Handset manufacturers – 5 per cent of respondents named Blackberry, Nokia, and Samsung
  • Television/Technology – 5 per cent of respondents named Direct TV, Dish and Sony

Other categories that garnered responses but did not make the Top 20 were Travel, Automobile, Insurance, Education, Dating, Music, and Restaurants.
When asked ‘How frequently do you see mobile ads?’ 56 per cent of respondents replied either ‘often’ or ‘very often.’

“We believe mobile brand recall goes beyond the mere power of brand spending. Certainly frequency matters, but so does the ad content, design and relevance,” says Casey Jones, VP of marketing & music at MocoSpace. “As more brands focus on mobile, we think brand recall will evolve and diversify to become a crucial measure of engagement.”

You can access the full report here.