SUMMARY: "1 in 3 consumers that recall seeing a mobile ad responded in some way; this rises to 1 in 2 for iPhone users."
"Calling a toll free phone number published in the ads is the most common means of response; iPhone users called twice as much as non-iPhone users."
"1 in 7 mobile phone users visit a mobile Web site, the second most popular response; this rises to 1 in 5 for iPhone users."
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