That's one of the top lines from a new study released this morning by JiWire. 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 …

In mobile, things aren't changing every 18 months, "they're changing every 18 minutes," according to Michael Gartenberg, Partner, at the Altimeter Group. He pointed to the rapidly changing landscape, like Apple getting into advertising, Google becoming a smartphone maker, and Palm going from being dead to instantly revived though its rescue by HP. He says there are 10 mobile platforms developers are creating for but that crowd will get thinned down to three or four ultimate winners. "Anyone who can tell you who they are, are lucky not good," he says. For brands its especially tricky because they have to …

How many of you remember the non sequitur comedian and performance artist Andy Kaufman? You know, the guy who played Latka on "Taxi?" That's who OMMA Mobile moderator Alan Chapell likened mobile media to. "You never really knew if Andy was joking or not," Chapell said, adding, "The whole wrestling thing, I was never really sure if he was serious or not into his endeavors into the wrestling ranks." Well, I'd like to think I knew about Andy's seriousness (if you ask me, it's a bit like Sara Silveraman's seriousness. They're both serious about their comedy, and wrestling, …

Introducing the second agency-focused panel of the day, moderator Alan Chappelle compared mobile to late, great comedian Andy Kaufman, "because everyone is doing everything, and everything is upside down and we're not sure if folks are really serious about this," he said. It's wild, wacky and no one knows what's going on. Does this mean REM will write a song about mobile too?

To build or buy is one of the questions the agency panel today is tackling, and it seems sponsoring an app rather than starting from scratch is getting strong support from the group assembled. Hooking into another app, especially one moving up the App Store charts has the benefit of being less risky and less costly than building a branded app that could cost into six figures at the high end. "There won't be an app for every movie" said Courtney Renaud, supervisor at mec:interaction, but a new movie can be promoted via third-part app sponsorship or ads within an …

Mobile Media Principal Jordan Green discussed a bank client that developed a mobile app that literally transformed the way its customers do business. The app, he said, allows consumers to take a photo of the front and bank of a check, and to automatically have it deposited "without ever having to step foot in a bank." Pretty cool. But fellow Agency Roundtable panelist Patrick Collins of 5th Finger, quipped, "Do they send back a photo of the money?"

Hopfer, the mobile marketing manager at Mobext says his clients are all obsessed with developing mobile apps, but they don't always know why, or more importantly, what the consumer benefit is. And perhaps most importantly of all, what the end benefit might be for their brands. "We always have to calm them down, and ask if the functionality that you'd get is something that you couldn't get from another marketing experience," he said during the Agency Roundtable session at OMMA Mobile this morning. To answer that question, Hopfer said, you must first answer two separate questions: 1) Will …

That was the wrap-up point following AKQA Mobile chief Dan Rosen's presentation. When an audience member pointed out that the mobile case studies Rosen presented were all great, but that they weren't "advertising," Rosen rejoined: "In our view, the best advertising, isn't advertising." As such, OMMA Mobile has effectively progressed in the course of an hour from the Hindu concept of karma to the Buddhist concept of Zen. More or less. And if that wasn't Zen-like enough for you, Rosen elaborated that while AKQA does plenty of conventional advertising and search marketing, but it really specializes in, …

Discussing branded apps, AKQA's Dan Rosen pointed out that promotional apps involving gaming had become overused and trivialized. So it created a gaming app to launch the GTI late last year for VW--but with a more sophisticated approach geared to the targeted affluent audience looking for "innovation, performance and style". The GTI Real Racing app, which allowed users to test their race-driving skills on a virtual track and gauge results against friends and others via a leaderboard and Facebook, led to real world results. Rosen said within days after the app launched VW dealers saw increased foot traffic and …

AKQA Mobile Managing Director Dan Rosen was alluding to the term coined earlier this year -- the Splinternet -- by the coin-worthy researchers at Forrester. The Splinternet, of course, is a term used to describe the fact that the Internet is actually fragmenting, or "splintering," into gazillions of little fragments. And nothing embodies that like mobile, Rosen said. And it's not going to get any less fragmented anytime soon.