Here's an interesting bit of information: more than half of UK smartphone owners spoken to in a recent Nielsen survey claim they have never seen a mobile advertisement on their handsets.
It suggests that while the ordinary consumer has embraced the smartphone as their primary connection to the world around them, that world is still in the early stages of figuring out how to make that work for them.
We're so used to the notion these days of companies like Google and Facebook dishing up services for nothing in exchange for the ability to effectively sell on information about their user base (in other words, you and me are the product).
But while online advertising is now finally showing signs of maturing in general, it seems mobile advertising is lagging behind a bit.
Nielsen's Mobile Consumer Report says smartphones now make up 61% of the UK's mobile phone market, but 53% of them (feel free to add the word “lucky” in there as desired) say their eyeballs have never been engaged by the wonders of advertising.
Or haven't been engaged very well, as of course there are bound to be plenty of people who have in fact been exposed to mobile ads, but just haven't noticed.
Those that have come across advertising on their phones don't point to any one delivery method as holding sway: 27% said they've seen ads on the mobile web, 26% said streaming music/radio, 25% online games and 24% apps.
The one form of advertising the survey didn't talk to respondents about was mobile search, but as for more traditional forms of advertising it seems companies simply aren't getting their message across.