Although mobile is one of the fastest growing consumer technologies, a majority of advertisers have yet to catch on and tap into it as an important advertising medium.

The latest research on what agencies and advertisers are planning for the future indicates that they aren't catching on to mobile, and won't be utilising it anytime soon, MediaPost reported Tuesday.

Currently, more than half of agency media executives and advertisers are not using and have no plans to adopt mobile advertising, according to a survey conducted by Advertiser Perceptions in autumn 2007 that polled 2,047 ad executives.

The U.S.-based media research company also found that only 26 percent of those executives are currently using mobile advertising, and only 20 percent of them plan to use it in the next six months. This is about the same usage level as Advertiser Perceptions' last semi-annual survey, which was conducted in the spring of 2007. At that time, 25 percent were using mobile advertising, and 21 percent planned to use it in the next six months. In both the spring and autumn 2007 polls, 54 percent of respondents said they are not using and not planning to use mobile advertising.

Ken Pearl, a partner at Advertiser Perceptions told MediaPost that the stagnant numbers are not strong indicators for the developing mobile marketing industry.

The research group's latest poll also shows that ad executives who are using mobile advertising usually use simple text ads instead of formats such as podcasts, banner ads, video and search ads.

Of the 2,047 respondents, 70 percent said they currently use mobile text ads, and 69 percent said they will use text ads in the next six months. Other ad forms besides text see lower numbers: 46 percent said they currently use banner ads and 51 percent said they will use them in the next six months; 24 percent currently use podcasts, 30 will use them in six months; 29 percent use video ads, 42 percent will use them in the six months; 36 percent use search ads and 45 percent will use search in the next six months.