There is so much debate about the relative value of mobile media, television, the internet and newspapers in 2009 that indecision regarding the best media may hinder the return of the ad industry even after the recession ends.

Much of the industry appears to be searching for a silver bullet, a new medium that will give it measurable maximum return. There are a sufficient number of companies and studies promising such technology to intimidate anyone who hesitates to at least explore new media.

The mobile phone is the latest entry in the race for media dominance and has certainly captured the imagination and attention of young people.

Motivated by Mobility

In a March 25, 2009 Pew Internet research report, John B. Horrigan says 39% of American adults are "motivated by mobility," meaning they rely heavily on cell phones and wireless laptops. Pew divided them into five groups with such high tech cultural names as Digital Collatorators 8% of total study group, Ambivalent Networkers 9%, Media Movers 7%, Roving Nodes 7% and Mobile Newbies 8%.

As their titles might indicate, the group commitments to mobile technology ranged from very high among the Digital Collaborators to marginal among the Mobile Newbies.

The study was conducted in 2007 and the numbers may have shifted a bit since then.

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