In a study by The Kelsey Group called "Mobile Market View," just under half of those surveyed (44.7 percent) said that better Internet capability will be a key factor in their next mobile phone purchase decision.

The findings, reported by MobileTech News were published on Monday, were based on 500 users and found that maps and local commercial search are the preferred applications. In the past six months, about 10 percent of the users used these services.

"The combination of unlimited data plans and next-generation Internet- enabled mobile devices, like Apple's iPhone, suggests mobile Web access will grow to become ubiquitous," said Matt Booth, senior vice president and program director, Interactive Local Media, The Kelsey Group. "Growing mobile Internet usage and increased satisfaction with mobile Internet applications are among the converging factors that we believe point to a breakthrough year ahead for mobile ad adoption."

The Kelsey Group has also reported that it expects U.S. mobile search advertising revenues to grow from US$33.2 million in 2007 to US$1.4 billion in 2012.

Mobile phone customers have long resisted unsolicited voice ads, but the emerging video capabilities of mobile phones combined with merchant searches and map directions seem to be forming a basis for associated but discreet advertising, not much different than now seen on the desktop. That's good news for Apple, and the study validates Apple's perception of the marketplace needs.