33% of US mobile subscribers, or 78 mln people, saw or listened to an ad on their cell phone during Q4 2007, according to GfK NOP Research. 56% of Americans use SMS. Mobile gaming and surfing the mobile Web were both at about 28%, while less than 10% watch mobile TV. 33% of cell customers who have seen mobile ads, most received them via SMS or MMS text messaging. 33% remembered brands being promoted.