According to a new joint Universal McCann-AOL study one out of every seven minutes of media consumption time is happening on mobile devices. The study was written up in AdWeek. Here are the findings:

80% of smartphone users expressed satisfaction about the quality of the Internet on their mobile devices

Why/where they use mobile:

• 95% of respondents said they used mobile media to fill downtime
• 82% use it at work
• 81% while shopping
• 80% at home
• 65% while commuting to work

Content/activities:

• 73% use maps and directions
• 55% said they participated in social networking or sought out restaurant and movie listings or reviews
• 44% read/consume national news and information

The cross platform platform:

• 77% said they use mobile and TV at the same time (does this replace the laptop?)
• 55% of mobile users follow brands across multiple media 
• 56% said they have been driven to mobile from other media
• 42% said they have been driven from mobile to other media

Acceptance of advertising: 

• 38% of respondents said they had taken action based on mobile ads
• Just under 30% said mobile ads had led them to share information
• 22% said mobile ads had influenced a purchase decision

These findings are based on a US consumer survey conducted in Q4 08 and Q1 09 among 1,800 US mobile subscribers.

What this and other studies show is that mobile is a more versatile platform and vehicle for consumers and marketers. And for smartphone users it's becoming a kind of "everything" media device.