New research from comScore shows that UK smartphone owners ages 18-24 have a higher recall of mobile advertising, at 38% vs. only 26.5% of smartphone users overall. This age group is also significantly more likely to see in-game ads on mobile, click on social networking advertisements and to receive coupons or deals through mobile social networking sites.
Younger Brits are also much more likely to read posts from organizations, brands or events on social networking sites via mobile: over 56% of 18-24 year olds have done so, vs. just 35.5% of all smartphone users.
Over 33 million Brits own a smartphone, and smartphone penetration in the UK has reached 67%. The data from comScore shows that marketers have a significant opportunity – especially with the 18-24 year old demographic – to reach their target audience on mobile.