One in three U.S. cell phone subscribers, or 78 million people, saw or listened to an ad on their cell phone during the last three months, according to a study, MediaPost reports:

"Among other key findings, the report confirmed that SMS text messaging remains the dominant non-voice service used by U.S. mobile subscribers, with 56% tapping away on phones. Mobile gaming and surfing the mobile Web were both about half that percentage, while less than 10% watch mobile TV."

Most of the one-third of mobile subscribers who saw ads had seen them in text messaging campaigns, according to the study. That makes perfect sense since it's "the dominant non-voice service used by U.S. mobile subscribers," as the above paragraph clearly illustrates. Let us know if you figure out what this study actually accomplished.

Study: Mobile Subscribers Taking Note Of Ads [MediaPost]