ComScore today published a new report on the fastest growing content categories for mobile apps and the mobile Web, based on data from its “MobiLense” service.

More or less confirming what we already knew, social networking topped the list as the top-gaining category for both application and browser access, while accessing Bank Accounts was one of the fastest-gaining categories as well.

What was interesting was penetration numbers, especially for smartphones- the report found that 78 percent of smartphone users accessed their browser in April 2010, while 80 percent of smartphone users accessed applications. In comparison, just 19 percent of feature phone users accessed their browser, with 17 percent accessing applications.

Although smartphone users are driving growth in browser (up 111 percent in the past year) and mobile app access (up 112 percent), feature phone users still make up nearly half of all users accessing mobile browsers and apps.  This is something we tend to forget with all the news surrounding smartphones these days.

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At the OMMA mobile event yesterday in NYC, mobile agency execs discussed the evolution of the mobile ad space, while offering views on how the channel may evolve in the near future following the introduction of things like HTML5 and Apple’s iAd.

Despite the hype surrounding the mobile app space, mobile agencies suggest new technologies could help “turn marketers’ attention away from the crowded branded app space.”  With surprising “anti-app” sentiment, panelists warned advertisers not to dive into the app space just yet, and instead place emphasis on formulating clear mobile strategies before deciding which channels are best suited.

“Our initial conversations with clients always start with them getting excited about applications,” said Jared Hopfer, marketing manager at mobile agency Mobext. “As an agency we have to calm them down and talk about the types of functionality that an app would offer that other experiences wouldn’t, and weigh the relative benefits.”

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As mobile marketing evolves, we’re seeing the integrated concepts eek their way into other industries as well.  While SMS has increasingly been used in healthcare for various reasons, such as reminders for example, the concept of using mobile marketing hasn’t quite caught on, until now.

EcoFiles, a new startup focusing on the unique concept of “Text to Email” mobile marketing and fulfillment, allows consumers to text for information and receive it in their email inbox in seconds.

Launched by Bull’s Eye Innovation (BEI) last year, the tool is enabling pharmaceutical brands to deliver timely information without the costs of printing.  So far, it has been used as a healthcare fulfillment solution within pharmaceutical speaker programs and conferences, with trade and consumer advertising on the horizon.

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In its latest Mobile Touch Web Report for Q1 2010, Taptu reveals the mobile touch Web has grown 35 percent since last quarter, which represents a 232 percent annual growth rate overall.

This puts its growth ahead of the App Store, currently showing an annual growth of 144 percent, but behind the Android Market growing at an annual rate of 403 percent.  The report also shows the number of mobile touch Web sites rose to 440,100 from 326,600 in January.

At the current run rate, the report predicts that the mobile  touch Web will increase to 1.1 million sites by the end of the year, nearly twice Taptu’s original forecast, and nearly a full year ahead of  its January prediction, fueled in part by the continued consumer love affair with touch-screen phones, and even more importantly the rising sales of mid-range touch-enabled devices.

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A new report published by ABI Research suggests mobile app downloads from app stores will continue to rise until a peak in 2013, where the Mobile Web will take over as the primary source of mobile interaction.

According to ABI Research data, consumers downloaded some 2.4 billion applications from app stores last year, and the download rate will accelerate over the next few years until 2013 when smartphone downloads are expected to peak at just below seven billion.  At that point, the Mobile Web is predicted to take over.

According to senior analyst Mark Beccue, “App stores aren’t going away: following the 2013 peak in demand, the number of downloads in 2015 will have decreased only seven or eight percent.  But as our use of the mobile Internet evolves, demand will increasingly shift elsewhere.”

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Millennial Media today published it’s monthly S.M.A.R.T report for March, celebrating its first birthday and first full year of providing unique insight into the world of mobile advertising.

As of this month, Millennial has over 3,200 active subscribers to its S.M.A.R.T reports and boasts more than 5,300 total downloads to date.  Interestingly, this month’s report breaks down its subscribers; with agencies and brands representing 40% of the total, media and analysts representing 24%, mobile developers and others from the tech community representing 18%, mobile publishers at 13% and operators at 4%.

Starting things off is Millennial’s reach for the month of February (Nielsen’s data is a month behind), indicating the ad-network’s unique audience reach increased by 2.7% during Feb., from 58.1M to 59.6M unique users month over month- which represents 83% total reach of the mobile Web.

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It was announced today that Ace Marketing has partnered with the Connecticut Sun WNBA team to install a Proximity Marketing network in the team’s Mohegan Sun Arena for its upcoming season.

Once active, the Connecticut Sun will be the first professional sports team to offer a Proximity Marketing program to its fans at all home games.  Through Ace’s Proximity Marketing technology, photos, video content, audio ringtones and various special offers can be delivered via Bluetooth or Wi-Fi to Sun fans on their mobile devices.

With such a large group of people converging on one location, proximity marketing makes a lot of sense for sports teams, and it’s surprising that it hasn’t been utilized more in the past.  ”The Connecticut Sun is always looking for new and creative ways to reach out to our fans,” Vice President and General Manager Chris Sienko said. “This is unique and exciting new technology and it’s not been utilized in professional sports to this extent.”

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