Smartphones show increasing functionality

As smartphones become commonplace, they're being utilized more often for social media and brand awareness purposes, according to a recent study from digital analytics company comScore.

The company found that in August 2011, 72.2 million people accessed social networking sites or blogs via a mobile device, and nearly 40 million mobile users logged on to these sites every day.

Furthermore, the popularity of mobile apps has skyrocketed over the past year, increasing 126 percent to 38.5 million, indicating that people are constantly looking for more useful ways to utilize their phones. Mobile Commerce Daily reports that insurance company Geico recently tapped into the app craze with its BroStache mobile app as a way to "extend brand awareness and engage tech-savvy consumers," the news source notes.

In general, brands should be aware of the power of mobile marketing. ComScore found that nearly 53 percent of people read posts from brands and organizations via a mobile device, and one-in-three received a mobile coupon, offer or deal.

"Advertisers and marketers should take note - mobile users are not only engaging with their friends through social networking, but a majority are also interacting with brands in these social media environments," said Mark Donovan, comScore senior vice president for mobile.