Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

25.2% Newsstand (12)23.7% Lifestyle (13)21.6% Health/Fitness (14)20.8% Business (15)17.5% Education (16)13.2% Medical (17)Source: BIGinsightMobile traffic now accounts for 10% of the Internet. Up from 1% inlate 2009.Fact: a recent Nielsen study found that ads placed on mobiledevices rank lowest among any kind of media when judged byconsumers' trust. Just 26% say they trust text-message ads, and27% trust mobile display ads-a rate that's even lower than for regularbanners on the Internet (29%) and much lower that advertising insearch (36%) or on television (46%). The main problem is that ads onsuch an intimate device are perceived differently from when seen ona TV screen or outdoor advertising screen," Christophe Cauvy,European head of digital and innovation at JWT, a WPP agency, toldthe Financial Times. "The screen size does not allow much nice, nonintrusiveadvertising." One growth area for online shopping thatremains elusive, despite significant gains over the past 18 months, islocation-based targeting. Facebook's attempt to steer "check-ins" tospecific locations via its smartphone app has not led to significantusers or ad dollars, and other check-in apps-such as Gowalla andRummble-failed to break the "sound barrier" and subsequently folded.One location-based site that has survived is FourSquare, whichclaims 15 million users worldwide, but it largely is viewed as a"specialist" rather than a mainstream app.Fact: Half of U.S. mobile users now have a smartphone, accordingto new data from Nielsen. The 49.7% of mobile subscribers with asmartphone as of February 2012 is up from 36% in the year-earlierperiod, reflecting a 38% increase. Underscoring that growth rate,240