As discussed by J. Nicholas Hoover and Elena Malykhina in a piece from Information Week, mobile phones are for far more more than phone calls. Citing a study of 527 business technology professionals, mobile devices are used by workers for the following functions:

- E-Mail: 93%
- Web Access: 71%
- Accessing Business Data: 64%
- Instant Messaging - 37%
- Photography - 33%
- GPS & Mapping - 24%
- Searching - 18%

While unspecified as to what "other" uses there are for mobile devices, approximately 5% of the 527 professionals surveyed mentioned using their devices for those purposes.

Even if this survey's results aren't up to academic standards -- for example, there's no mention about specific about which industries the workers represent, the average age of its participants, or where the majority of the professionals are located geographically-- it still speaks volumes. For one thing, it is telling us that many professionals prefer to use a multi-functional device that enables them to do business where and when needed. But furthermore, it gives a hint as to an on-the-rise medium in which branding can be established: in mobile technology.

It may be years before the majority of general population is using mobile devices. However, thought ought to be given as to how companies can get involved with these mobile devices, be it through pop-up advertising, direct mailings, or product tie-ins. After all, in analyzing your field of work, reaching technology-oriented people may be reaching your target demographics.