• by Joe Mandese  @mp_joemandese, May 12, 2010

The research, dubbed the "On-The-Go Audience" report, also found that mobile users have an average of 22 apps on their mobile device, and that 76% of them prefer free, ad-supported apps over the premium kind.

"People have a completely different perception of mobile content and advertising when they're on-the-go compared to when they're at home or in the office," says David Staas, senior vice president of marketing at JiWire. "With nearly half of the on-the-go mobile audience saying they are more likely to engage with an ad that is relevant to their current location, this is an opportunity brands and agencies are more rapidly embracing."