A new report from M:Metrics suggests that mobile marketing is the way to reach the elusive young male demographic:

With 36% of men ages 18 to 34 in Western Europe using mobile media, and 48% in the U.S. as of February, that demographic is an especially attractive audience for mobile advertisers, according to market researcher M:Metrics.

Furthermore, men in that age group are highly receptive to SMS text messages, with 9% responding to a text ad compared to only 4% of mobile users on average.

"Reaching the 18- to-34-year-old age demographic is a real challenge to advertisers, as this group is spending less time consuming print and broadcast media," said Paul Goode, a senior analyst at M:Metrics, in a statement.

Read more at OnlineMediaDaily.