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More than one third of UK consumers now read marketing e-mails on their mobile devices, rising significantly to over half among 18-to-34 year olds, according to a new report published by digital agency Steel London. The research also finds that many people who read marketing mails on their mobiles do so to screen them for later reading on a PC or laptop. In light of this, Steel says brands need to rethink their marketing strategies to find the sweet spot that maximises consumer interest across both types of screen.

ITV has inked an exclusive deal with Shazam to deliver Shazam-enabled advertising to UK audiences. That means viewers with Shazam apps installed on their smartphones, will be able to interact with ads to enter competitions, get additional information about brands/products, view additional content, or download free music.

Mobile is set to change the world in 15 ways, according to a new JWT report. For one thing, it will aid the humanisation of technology – as voice and gesture control become more common, our technology (mobile included) will adapt to us, rather than us adapting to it. And the agency also believes smartphones will help people lead healthier lives by providing information, recommendations and reminders based on data gathered through sensors embedded in users’ clothing, or through other phone capabilities.

Forty four percent of mobile users in Europe’s five leading markets (France, Germany, Italy, Spain, and the UK) and close to 42% of all US mobile subscribers now use smartphones, says comScore in its 2012 Mobile Future in Focus report, writes Mark Terry.

Mobile media use – defined as browsing the mobile web, accessing apps, or downloading content – has spiked, surpassing the 50% threshold in many markets, thanks to the proliferation of high-speed networks and increased public WiFi availability.

So much for social commerce. Just 1% of UK consumers have bought goods or services via a social media site, while close to one-third have shopped via smartphone, according to new research from uSamp. Convenience was the most cited reason (60%) to shop via a phone, with special offers driving 18% of consumers to do so. Reasons not to avoid shopping via phone include security concerns (21%) and screen size (30%).

Nellymoser surveyed the top 100 US magazines published issues betwen July and September 2011 and found that the percentage of advertising pages with at least one action code had risen from 3.5% in January to 5.8% in September, writes Maria Stadtmueller.