The title says, "Advertising Growth Spreads in All Mobile Formats"
- "38% of US mobile phone owners recall seeing advertising on their cell phones in the Q1 of 2009"
- "...for Smartphone (such as iPhone) users, 59% recalled seeing mobile advertising" (From this point on, it looks like "iPhone" is used as a generic term for "Smartphone"
The iPhone has only about 10% market share in terms of sales. See: Wikipedia: Smartphone and cnet: Apple doubles its iPhone market share. Windows Mobile, BlackBerry, Symbian, Palm, and WebOS are definitely not iPhone users.
A second problem I see with the analysis is quoting the percentage of users who "recall" ads in various mediums and targets ("iPhone" vs. "non iPhone"). Wouldn't it be more useful to look at a report of who is serving ads and at what volume, to at least gauge how well the "recalling" of seeing ads matches the volume of ads being presented? After all, standard banner ads, pop-ups, and pop-unders are often blocked out by the website visitor. Only interstitials and page covering intrusive creatives which prevent website use by expanding over the web page really even demand the user's attention anymore.