Young people between the ages of 18 and 24 are even more connected to their mobile devices than you might think.

Nine in 10 young adults spend between one and five hours on their mobile devices daily. Nearly one in 10, meanwhile, are on their gadgets between five and ten hours each day. Just under a third would actually like for brands to send them promotions via smartphone and tablet, but more than half say that it’s “extremely important” to be able to opt out of such come-ons.

This is all according to a study by mobile interaction and payment agency mBlox, which commissioned a December study of more than 4,000 young mobile users in the United States and United Kingdom. According to mBlox’s chief marketing officer Michele Turner, the research provides important insight as advertising and marketing to people on the go continues to proliferate.

“With 2012 largely being seen as the advent of mobile commerce, this research helps validate the huge revenue potentials for brands and an appetite by consumers for mobile marketing,” Turner said in a statement.

In just one illustration of mobile’s importance to advertisers and marketers, Google reported that mobile devices accounted for 41% of searches for Super Bowl TV ads during the game earlier this month.

But brands need to be careful about how they target those mobile users and how much knowledge they reveal about them. While 30% of survey respondents said they want offers to be located nearby, two-thirds said they don’t want brands knowing their whereabouts. More than half worry about their credit card information being stolen, and nearly half fret the risk of signing up for fake websites.

Original Article