Online Publishers Association Releases Web Report

March 9, 2007
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The Online Publishers Association released a report entitled “Going Mobile: An International Study of Content Use and Advertising on the Mobile Web“

Highlights Include:

Advertising works on the mobile Web — both in terms of receptivity and action.
Brands play a significant role in driving mobile Web activity.
People depend on the mobile Web for key content and are actively registering, personalizing and paying for content.
“While people often think of the mobile Web as the realm of ringtones and messaging, it is clearly a rich platform for quality content and marketing,” said OPA president Pam Horan. “Mobile content consumption is high and growing – in the year ahead, current users plan to spend more time with the mobile Web and new audiences will adopt the platform. Additionally, a large number of consumers are watching ads and acting on them. The OPA ‘Going Mobile’ study indicates that very real opportunities exist for marketers and publishers to take advantage of the mobile Internet.”

If you look through the report, please keep in mind the frame of online publishers as there are other sectors not discussed and to draw broader conclusions based on this subset could be a mistake!