Which Brands Stick in the Minds of Mobile Consumers? Briabe Media & MocoSpace Release First Large-Scale Report on Brand Recall for the Mobile Web

Carriers and retailers top the chart, with African-Americans leading way in recall


Venice, CA / Boston, MA – January 18, 2011 – With mobile advertising spend expected to reach nearly $2B in 2011 according to IDC, the question remains: which mobile brand advertisers are successfully sticking in consumers’ minds? Multicultural mobile agency Briabe Media partnered with MocoSpace, the largest entertainment destination on the mobile Internet, to survey its community and explore this question. The companies surveyed over 12,000 respondents in December 2010, and today are releasing their second joint report: The Mobile Consumer: Brand Recall. The report reveals that carriers’ and retailers’ mobile ads are the most top-of-mind with consumers, and among all demographics, African Americans outpace others in brand recall.

When asked ‘Can you recall any advertisers you have seen on your phone?’ an average of 37% of consumers responded ‘Yes.’ When broken down by ethnicity, African-Americans outpaced all other demographics, with 41% saying they recalled seeing advertising on their mobiles. 36% of both Asian Americans and Caucasians recalled mobile ads, with Hispanics 2% behind at 34%.

Over 2,500 participants in the MocoSpace community provided responses when asked to name specific brands they recalled seeing on their mobile phone. The Top 20 answers fell into the categories of:

1) Mobile carriers/telecom
23% of respondents named these carriers/operators: AT&T, Sprint, Verizon, T-Mobile, Boost Mobile, Metro PCS, and Cricket
2) Major retailers and consumer brands
17% of respondents named these retailers: Macy’s, JC Penney, Sears, Walmart, Colgate, Nike and Target
3) Handset manufacturers
5% of respondents named these handset manufacturers: Blackberry, Nokia, and Samsung
4) Television/Technology
5% of respondents named these television and tech companies: Direct TV, Dish, and Sony

Other categories that garnered responses but did not make the Top 20 were: travel, automobile, insurance, education, dating, music, and restaurants.

When asked ‘How frequently do you see mobile ads?’ 56% of respondents replied either ‘often’ or ‘very often.’
“We believe mobile brand recall goes beyond the mere power of brand spending. Certainly frequency matters, but so does the ad content, design and relevance,” says Casey Jones, VP of Marketing & Music at MocoSpace. “As more brands focus on mobile, we think brand recall will evolve and diversify to become a crucial measure of engagement.”

“This survey provides valuable insights into the impact of mobile advertisement on diverse consumers groups – their level of awareness, whether or not they engage with mobile ads, and the types of mobile ads that will most successfully resonate with an audience,” says James Briggs, CEO of Briabe Media. “We anticipate this information will hold value to those companies interested in assessing the success of their mobile investments in this emerging media channel.”

The Briabe/MocoSpace Report may be found at: http://www.briabemedia.com/surveys/mocospace_brand_survey/

About Briabe Media
Briabe Media, Inc., is an award winning full service, multicultural mobile marketing agency. Since 2005, Briabe Media has been the leader in innovative-targeted mobile marketing and advertising campaigns that help brands capture and engage their diverse consumer audiences - including Hispanic, Asian and African Americans, using mobile devices. Briabe Media helps brands leverage mobile platforms to connect with their target customers via unique solutions and campaigns that complement their existing marketing efforts. For more information, visit www.briabemedia.com or follow us at http://twitter.com/briabemedia.

About MocoSpace
MocoSpace is the largest entertainment destination on the mobile Internet, with over 16 million registered users generating more than 3 billion pages per month. For a young, multicultural, on-the-go generation, MocoSpace is the mobile community of choice for making friends, having fun and staying connected. MocoSpace is free and available on any web-enabled mobile phone. Launched in 2005, MocoSpace is based in Boston, MA and is backed by General Catalyst and Softbank Capital. For more information, visit www.jnjmobile.com

Follow MocoSpace on Twitter: http://www.twitter.com/mocospace

CONTACTS:
* Rachael Himsel for MocoSpace
415.677.9125 x 257/ rachael@vscconsulting.com
* Richard Dyer for Briabe Media
310.694.3283 x 114 / Richard.dyer@briabemedia.com

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