The mobile marketplace is proving an excellent testing ground for monetization, and this week there is more good news for marketers in the space. One out of every seven minutes of media consumption today takes place on mobile devices, according to new research from IPG’s Universal McCann and AOL.

Furthermore, there is a lot of “media meshing” in mobile, meaning that mobile consumers are using multiple forms of communication at once. Almost 95% of 1,800 mobile users said they use mobile media to fill downtime. 82 percent of respondents said they use mobile media at work; 81 percent while shopping; 80 percent at home; and 65 percent while commuting to their jobs.

And 77% of those polled in the study said they use TV and
mobile at the same time, offereing marketers even more opportunities to reach them.

With mobile usage expected to grow 60% over the next two years, marketers have an excellent opportunity to make an impact with consumers in the mobile space.

The study found that 55 percent of mobile users follow brands across multiple media while 56 percent said they have been driven to mobile from other media. Also, 42 percent said they have been driven from mobile to other media.

38 percent of respondents said they had taken action based on mobile ads. Almost 30 percent said mobile ads had led them to share information, while 22 percent said mobile ads had influenced a purchase decision.

According to BrandWeek:

“Mobile is a separate channel” that allows marketers to talk to consumers wherever they go… But it’s critical…. to let the consumer lead and place the relationship alongside of it.”

Smartphone users are often more receptive to and more aware of what they’re seeing than people interacting with other media.

27% of those surveyed said that they
were “completely focused” when using mobile, which is slightly less than
the 33% who reported being completely focused when web surfing on computers. But it’s still higher than the 20% attention rates of newspaper and magazine readers and the 6% of radio listeners.

The study concludes that mobile “creates an unprecedented opportunity
for marketers to transition with consumers as they move from activity
to activity throughout the day.”

The trick now is creating smart and useful marketing and advertising that turns these rates of attention into actionable items and sales.