BBDO Europe Study Tells Marketers To Pick Up the Cell Phone »

While eighty percent of worldwide consumers sleep with their cell phones on, and some even admit to answering cell calls during sex, a new study by BBDO has found that marketers would be mistaken to read such promiscuous cell phone behavior as an invitation to advertise via mobile phones so casually. Perhaps even more surprising than the "one in five" of those who claimed they have engaged in something we'll just call "cellus interruptus" is the main difference between Americans and the rest of the world when it comes to cell phone advertising. While the numbers in America were practically nonexistent, outside the United States, 53 percent of the respondents in the other 14 countries surveyed said they have acted on a brand promotion they received on their cell phone. Overall, the study, which was conducted in conjunction with the Omnicom Group's sister direct marketing agency Proximity, looked at 3,000 individuals.