Businesses are growing in awareness when it comes to mobile advertising options, it has been claimed.

Chief executive officer of Borrell Associates Gordon Borrell said internet marketing services for phone users are becoming more common as an increasing number of individuals purchase the technology.

"Phones are quickly going from audio-only to graphical, so we have the proliferation of 'your ad here' opportunities," he explained.

The expert added this market is expanding at a much faster pace than traditional internet marketing services as the consumer base is already established.

When the net first broke on to the scene, only eight per cent of households had a modem-enabled PC, he said, while the percentage of people who have a mobile phone is much higher.

His comments followed a recent report by the Mobile Marketing Association and Lightspeed Research, which revealed 47 per cent of UK phone users who respond to adverts on their devices make a purchase.

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