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Chris Williams, telecommunications partner at Deloitte, adds: "Our data revealed a mixed reception to mobile advertising in different countries. In the UK, 88% of mobile phone owners ignored the mobile phone adverts they received and only 9% cent took any action. This is in stark comparison to South Korea, where of the 18% who took action, the most common positive response (45%) was to research for more information. In China, respondents had an even stronger reaction and almost a fifth of those who responded bought the product or service advertised."
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