Musings of a mobile marketer: "57% of 18 to 34 year olds have interacted with a company via a short code "

I'm sitting on the train tapping this out and can't see the original study which Helen quotes, so I'm a bit sceptical about any claim that anyone "embraces mobile advertising".

But this stat, if true, means 34.2m people in the UK have interacted with a shortcode. I don't know how this compares to other mechanisms for response - post, telephone calls, web site visits - or how well these other mechanisms can be tracked. Does anyone have figures for them? I'd like to see at what point mobile has, or will, become *the* primary means for ad response.

Insert my standard rant about the ad industry shying away from this stuff because it actively fears accountability here...

Update: Jack@FP has pointed out that my maths is completely off here... it's 57% of 18-34 year olds, not 57% of the UK population as a whole. Duh. Thanks Jack!

Google Health: "...will offer targeted search for sickies. Predicted to launch later this week the search can be refined and results put into categories like "treatment, research papers, symptoms, news, alternative treatments". It also divides information up according to expected audience - stuff for health professionals rather than patients for example."

Sounds ripe for wireless. Healthcare information is intimately personal, has clear value to its (patient-)consumer, and is needed anywhere; we know this from our work with PocketDoctor (Future Platforms first ever client). I'm sure it's only a matter of time before we see Google Health Mobile...

Crap crim caged for four years: "Bristol Magistrates heard it was "testament to his incompetence" that Carlisle, a drug addict with four children, had been caught stealing faecal matter."

Just got the Roskilde lineup from Mr Salmon. oooh: Tool, The Strokes, The Streets, The Inevitable Franz Ferdinand, Kaiser Chiefs, 2ManyDJs, Goldfrapp, Happy Mondays, Front 242... and George Clinton!!!

Chris Eccleston linked to remake of The Prisoner: "Former Doctor Who Christopher Eccleston has been "linked" with the lead role in a remake of The Prisoner, the BBC reports."

Oooh... The Prisoner was a part of my weekly routine when I was at Lewes Tertiary College doing my A-level retakes. I spent every Thursday night attempting to make sense of occasionally impenetrable 60s weirdness... which from what I've read is what the cast spent most of their time doing in between filming the thing.