The mobile internet is a compelling platform for consuming rich media content, and users are watching and acting upon the ads they see, says a new study from the Online Publishers Association, OPA. Based on a survey of over 6,000 users in North America and Europe, the study concludes that:
• Access to the mobile Web is widespread and usage will continue to grow in 2007.
• 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.

You can download the complete study from MobiAD HERE.

The OPA press release is HERE.