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"Thanks to the growth of smartphones and tablets, entertainment consumption on mobile devices has grown 82% from 2010 to 2011, a new study suggests.\nAccording to a Millennial Media and comScore, this growth outpaced the 55% increase in overall smartphone ownership within the same period.\nIt's no surprise that as the segment skyrockets, advertisers have increased their mobile spending. In fact, entertainment has become the third leading mobile advertising vertical, based on spending. Ad spend grew within the segment by 133% from 2010 to 2011.\n\nSEE ALSO: For Brand Engagement, Visuals Rule [INFOGRAPHIC]\n \u201CEntertainment advertisers have been creatively using mobile advertising for years, and they have helped push the industry forward by being early adopters to new innovations such as rich media and mobile video,\" Marcus Startzel, general manager of Millennial Media, told Mashable. \"Going forward, we expect to see dollars shift away from traditional entertainment advertising channels like print and billboards, and move into mobile, where consumers are actively seeking out and engaging with entertainment content.\u201D\nAd campaigns that promoted theatrical releases were especially popular, making up 43% of all entertainment campaigns, followed by TV shows and DVD releases.\nHispanic consumers are 39% more likely to view mobile entertainment content compared to the overall smartphone audience. The report also noted that African-American consumers are 10% more likely.\nHowever, the report highlighted that consumers who access mobile entertainment content skew younger than the overall smartphone audience.\nHow are you accessing entertainment on mobile devices? Do you mind when you are targeted with ads while watching videos? Let us know your thoughts in the comments below."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2012/08/30/mobile-entertainment-consumption-study/>