Marked increase in smartphone and PDA use between 2010 and 2011

According to a semi-annual survey conducted by CTIA-The Wireless Association, wireless penetration in the U.S. has skyrocketed beyond 100 percent, to 103.9 percent. This is due to the fact that the number of wireless subscriber connections has now surpassed the population of the United States.

The survey, which gauged wireless trends such as subscribership, usage, revenue and investments between January 2011 and June 2011, returned interesting data about smartphone usage that mobile marketers may want to keep in mind.

Researchers found that the active number of smartphones and wireless-enabled PDA users has increased from 61.2 million in mid-year 2010 to 95.8 million - a 57 percent increase.

Furthermore, the number of SMS messages sent and received during that same time period has increased 16 percent, and MSS messages increased from 28.2 billion to 32.1 billion.

Internet Retailer reports that the rise in popularity may mean the use of location-based technology in mobile devices could become more common in the future, according to Jeff Cloud, director of customer relationships and mobile marketing at shopping mall operator General Growth Properties. Cloud explains that certain programs can send text message promotions to consumers when they're near a mall store or restaurant, resulting in a conversion rate of between 30 percent and 60 percent.