Mobile social network Limbo and market research agency GfK have released their latest Mobile Advertising Report, which has some interesting figures based on surveys of 1,000 people in the US and another 1,000 in the UK. One reservation that I have is that they’re comparing iPhone users with non-iPhone users, which is a bit of an apples and oranges comparison—it would be more informative to compare iPhone users to other smartphone users, for example. Some of the stats:

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—1 in 10 mobile phone users in the US used a location-based service such as a map, friend or restaurant finder in Q4. The 25 - 34 age group saw the highest levels of interest in this type of offering, with 22 percent penetration.

—While 33 percent of mobile consumers recalled seeing mobile advertisements this quarter, 41 percent of iPhone users recalled ads. Most of these were in SMS messages, with mobile Web ads being the next most common. iPhone owners are twice as likely to see mobile web ads and four times as likely to see an ad while playing a game on their phone or while using a location-based service.

—1 in 3 consumers that recall seeing a mobile ad responded in some way; this rises to 1 in 2 for iPhone users

—Calling a toll free phone number published in the ads is the most common means of response; iPhone users called twice as much as non-iPhone users

—1 in 7 mobile phone users visit a mobile website, the second most popular response; this rises to 1 in 5 for iPhone users

—1 in 7 consumers reported buying a product or visiting a store as a result of seeing a mobile advertisement; for iPhone users, more than 1 in 4 bought something as a result of seeing an ad

—While men and women are equally likely to recall mobile advertising, women are 85 percent more likely to respond to ads than men are.

Do iPhone users recall more ads because they have better memory, are exposed to more advertising or because they’re a self-selected group that responds to marketing hype? Tough call. The good news could be the efficacy of mobile advertising—a quarter of iPhone users buying something based on a mobile ad is a fantastic result (even a quarter of 41 percent is still 10 percent, pretty good) and the figure for the general mobile population is also relatively high. Release.