M:Metrics (a mobile marketing research firm) says its latest research indicates that although European consumers are far more likely to have text-based advertisements delivered to them via mobile phone than their American counterparts, US consumers are more likely to respond to the ads. M:Metrics says 17.2 percent of American mobile phone users reported receiving text ads during July, 2007, compared with 75.4 percent of Spanish consumers and 62.3 percent of French consumers.

Americans seem more receptive to the mobile ads for the time being, says M:Metrics. Survey data show that 12 percent of American mobile phone users responded to the ads, while only 6.1 percent of Spanish recipients and 7.6 percent of French recipients did so.

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