Almost a quarter (23 percent) of US citizens, some 58 million people, report that they have viewed advertising on a mobile phone in the last 30 days, a new report has revealed.

The Nielsen Company has published a report which shows that half of those people then responded in some way to a mobile advert.

Its research suggests that teenagers aged between 13 and 17 years are the demographic most likely to have seen promotions through a handset, with 46 percent recalling being exposed to some sort of advert during the previous month.

Of those questioned, more than 30 percent said they were interested in mobile advertising if it lowered their bill and 13 percent said they did not object to it if it was relevant to their interests.

Jeff Herrmann, vice-president of mobile media at Nielsen Mobile, said the findings prove the validity of the medium.

„We see an increasing trend of consumers willing to trade off and receive advertising to gain more and better mobile content,“ he added.

Earlier this year, JupiterResearch predicted that mobile marketing will grow as a sector, forecasting that within five years, 40 percent of handset users will access the internet through their phones.