Mobile marketing spend could become bigger than that on the internet over the next few years, according to one media expert.
ABI Research announced last week that mobile marketing is in the right position to outstrip other forms of media in the future.
It announced that smartphones have reached critical mass among mobile phone subscribers in the US.
In addition, it highlighted the significance of an eight per cent growth between the last quarter of 2009 and the first quarter of this year in the number of viewers who have watched video on their mobile.
More than three-quarters of respondents (78 per cent) in ABI's first quarter survey had accessed search facilities on their phone, as opposed to 70 per cent at the end of 2009.
Commenting on the survey findings, the CEO of the advertising researchers Borrell Associates, Gordon Borrell, said that mobile offered huge opportunities to marketers in the future.
"We shouldn't overlook the fact that mobile devices go with people, and tend to be very close to someone's wallet.
"Your cellphone is probably in your pocket, and if it buzzes you as you're walking into the store, because the GPS [Global Positioning System] knows where you are, and gives you a mustard coupon, you're more likely to pick up that brand," he commented.