The numbers – published today by eMarketer – show that iPhone users are far more likely to recall mobile ads than users of other types of handsets. For example, on ads running on mobile websites, 28.4 percent of iPhone users were able to recall ads, versus just 10.7 percent for non-iPhone users. The stats were similar across other forms of mobile advertising, with iPhone users being more likely to recall ads via SMS, location-based services, and social networks, among other formats.
Here’s the full breakdown:
Why might this be the case? One possibility is simply that iPhone’s screen is bigger than most other handsets, allowing for larger and more creative ads than you see on smaller handsets. There’s also the fact that mobile ad networks like AdMob and Medialets offer programs specifically for advertising on iPhone and iPhone applications – at this point, the market seems broken down largely as iPhone on one hand and everyone else on the other.