A new survey has found that 60 percent of USA based respondents have noticed an ad that allows a mobile response, and 39 percent have noticed at least one within the past week. The survey was commissioned by the Mobile Marketing Association (MMA) and its research partner, Luth Research.

The new survey found that Apple iPhone owners and young adults ages 18-24 years are the consumer groups most likely to have seen an ad today with a mobile response option. The survey also found that 70 percent of mobile users who noticed ads with a mobile response capability saw them on TV. Desktop and laptop PCs were the next most common media channel, followed by radio.

The survey's other key findings include:

    * Among those who noticed a mobile response ad on TV, one third responded. Asians, Hispanics and adults ages 35-44 were the most likely to use their mobile phone to respond to a TV ad.
    * Response was highest in the media outlets with the lowest ad awareness. At least half of those who noticed mobile response ads in the cinema, in a print newspaper, in a print magazine or through direct mail had responded.
    * Texting a keyword to a short code and calling a number were the top preferred methods of mobile response. Texting a keyword was most likely to be preferred by young adults ages 18-34, and adults ages 45 years and older significantly preferred calling a number.
    * Asian mobile phone users were most likely to prefer sending an e-mail response, while Hispanic mobile users were most likely to prefer texting a keyword.

"The Consumer Briefing shows that the mobile channel is a highly effective way for brands and others to obtain responses from U.S. adults," said Peter A. Johnson, vice president of market intelligence, MMA, and author of the study. "This effectiveness includes extensive reach across all adults and within certain demographic groups, such as young adults and Hispanics. But brands and agencies should pay close attention to which media outlets offer the best mobile response opportunities."

"This survey shows that brands and agencies no longer can afford to overlook opportunities for mobile-enabling traditional media such as print, direct mail and broadcast," said Jacqueline Rosales, EVP, Business Development & Client Service, Luth Research. "Not only are a growing number of consumers exposed to ads that include a mobile call to action; they're frequently responding. This awareness and usage also gives brands and agencies additional options for tracking the effectiveness of a particular media channel, such as by using different short codes for newspaper ads and radio commercials to determine which ones really resonate with consumers."