A recent report published by Brightkite-GfK Technology found that cell phone users are quickly adopting a much broader set of mobile services:
* 14% now use one or more location-based services (peaking at 38% of iPhone users).
* 10% use a mobile social network (33% of iPhone users).
* The fastest growing application for iPhone users is games, which experiences a 21% growth quarter over quarter. Brightkite stated that 50% of iPhone owners are now playing games on their phone.
As consumers are adopting a much broader set of mobile applications and services this is exposing them to new ad formats.
Related research from Greystripe found that rich media Flash ads for the iPhone are being well received and that 80% of Greystripe users would consider downloading more ad-supported mobile games and apps.
About the report: The Brightkite-GfK Technology MAR is produced quarterly and is distributed free to marketers. The Q109 report is based on a representative sample of 1,000 American adults interviewed by telephone.
