Overall, considering both in-app and mobile browser ads, Android users have the highest mobile advertising recall, with 55 percent reporting they've seen some form of mobile advertising. For iPhone users, that number drops slightly to 51 percent. Only 22 percent of BlackBerry owners recall some form of mobile device advertising.
Recall of text messaging/SMS ads is lower still among smartphone users. Just over one quarter (27 percent) of iPhone and Android users recall receiving a text message/SMS ad.
In addition to trends in mobile advertising recall, Compete's research reports that the most downloaded app categories are games (55 percent), weather (44 percent), social networking (39 percent), entertainment (38 percent) and maps/navigation (36 percent). Notably, social networking apps, which were #5 in the Q1 2010 survey, have now climbed to #3."