Mobile is leading a social transformation, according to research

According to new research from Universal McCann and AOL, one of every seven minutes of media consumption today takes place via mobile devices, forcing marketers to devise new ways to communicate about their brands with mobile users. Besides, mobile usage is expected to grow by 60 % over the next two years, meaning that marketers that haven’t yet experimented with mobile advertising risk losing tremendous opportunities. Staurt Rodnick, senior director of strategic insight at AOL, says that there are 63 million mobile web users in the US alone - 19 million of whom access the internet on a weekly basis.

In addition, a recent market and consumer survey from the IAB and MMA revealed that 70 % of UK mobile users were open to receiving mobile advertising. The study places mobile on a par with TV and newspapers and ahead of online and radio advertising in terms of user acceptance. Furthermore, according to Universal McCan and AOL, more than 80 % of smart-phone users are satisfied using the quality of the internet on their mobile devices. 95 % of the respondents said they used mobile media to fill downtime, while 82 % used it at work. A further 81 % used it while shopping, with 80 % using it at home and 65 % while commuting to their jobs.

According to the research, among specific activities, 73 % reported searching for maps and directions with 55 % participating in social networking or seeking out restaurant and movie listings or reviews.

Meanwhile, the report “How Teens Use Media,” from Nielsen, says that the teen market is proving increasing popular when it comes to mobile phones. 77 % had their own mobile phone in late 2008. Another 11 % borrowed someone else’s mobile phone on a regular basis, leaving only around one in 10 with no access to a mobile device. Texting is the biggest mobile data activity, but it’s far from the only one. Teens make up 20 % of the mobile video audience, at 18 % penetration. The mobile Internet was used by 37 % of US teen mobile users.

According to the MMA an? IAB study, 70 % of users are happy to receive advertising if they are able to control the advertising they receive on their mobile phones.