Reading ads on mobile phones is on the rise, with 41% globally saying they have previously done so. As you would probably expect, the percent rises for those younger than 35 (45%) and falls among those who are 50 to 64 years of age (32%). Geographically, those in Latin America, the Middle East, Africa and the BRIC Countries are much more likely to have viewed an ad on their mobile phones than those in North America.

What is more striking perhaps is that China and S. Korea have similar figures (52% and 54% respectively), while Japan comes in at only 19%. So when making media plans, remember that you’ll have better mobile phone exposure among younger people in China and Korea, than in Japan.