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Across the EU5 countries, SMS ads reached 43.6 percent of the 230.5 million mobile users in September 2010, while Web/App ads were seen and recalled by nearly a quarter of the total mobile audience. The most common type of SMS advert recalled was product, service or brand information, which more than 60 million mobile phone owners received, equalling a 26.3 percent reach across the EU5 countries.

Full article: http://www.comscore.com/Press_Events/Press_Releases/2010/11/More_Than_100_Million_Mobile_Consumers_in_EU5_Received_SMS_Advertising

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