• by Mark Walsh  @markfwal, May 4, 2010

More than half of the most active mobile users look at advertising to see what they should buy and 44% make a "want list" of products advertising, according to a new study.

These are the consumers that digital market research firm InsightExpress refers to in its report as "Mobile Intensives," and represent the key segment for advertisers in the space. In the last two years, this group has grown from 15% to 23% of the mobile market.

In addition to being the most open to advertising, Mobile Intensives are characterized by a high level of smartphone ownership (68%) and a desire to use the full range of features on their phones, including Web access, texting, videos and applications.

Its members also tend to be affluent, with more than half (54%) making more than $50,000 a year and the vast majority falling into the 18- to-44-year-old demographic coveted by advertisers. Furthermore, they consider themselves to be influencers in categories such as travel, investments, entertainment and personal care items (whatever that includes).

In addition to the Mobile Intensives, the InsightExpress study also breaks out two other segments: "Mobile Casuals" and "Mobile Restrained." The former make up 24% of the mobile universe and use their phones as a "lifestyle enhancing convenience." Only 15% own smartphones, and most are women (65%) between the ages of 35 and 54 who make less than $50,000 a year.

In terms of mobile activities, texting is the dominant non-voice use, with almost three-quarters sending or receiving text messages at least once a week. When it comes to advertising, Casuals were nearly on par with Intensives. Nearly half (46%) said they look at ads to see what to buy, and more than a third (35%) make out a "want list" of advertised items.

"Mobile Restrained" users make up the largest portion of the mobile audience at 53%, down from 60% two years ago. Nearly all own a feature phone, and more than half are over 45 and make less than $50,000 annually. Nearly half (47%) look at ads, but only 28% make a list of things they want.

The findings were based on data collected as part of InsightExpress' fourth-quarter 2009 Digital Consumer Portrait, a quarterly study of 1,000 to 1,500 U.S. consumers.