Is SMS getting stale?

Cellular News posted an article highlighting that Europeans received fewer SMS ads YoY (110 vs 112). Given that mobile ads are relatively a new thing - this is either a blip or an inflection point on its acceptability curve.  Something worth tracking.
Have reproduced a table from the above article below.

	Aug-07	Aug-08	% Change	Aug-07	Aug-08	Point Change
Downloads for mobile phone	40,792	35,915	-12.0%	4.4%	3.9%	-0.6
News or information	25,929	22,122	-14.7%	2.8%	3.2%	0.4
Mobile phone or plan	32,222	31,574	-2.0%	4.6%	4.7%	0.1
Entertainment	12,644	11,230	-11.2%	4.3%	5.1%	0.7
Total Mobile + Media Sectors	111,587	100,841	-9.6%	4.1%	4.1%	0.0
Clothing/Fashion	3,982	5,503	38.2%	5.8%	6.4%	0.6
Restaurants	1,037	1,424	37.3%	11.6%	15.5%	3.9
Cars	4,407	3,731	-15.4%	11.2%	7.9%	-3.3
Food	1,413	2,162	53.0%	9.2%	12.6%	3.4
Financial services	8,963	9,956	11.1%	3.7%	4.7%	1.0
Consumer electronics	3,957	4,647	17.4%	6.3%	6.7%	0.4
Travel	5,779	6,602	14.2%	4.9%	5.8%	0.9
Total Non-Mobile/Media Sectors	29,539	34,024	15.2%	6.2%	6.8%	0.5