Free applications consume more power with ads.
The use of ad-supported freeware applications can significantly increase battery drain, say researchers.
A report from Microsoft and Purdue University has found that applications which rely on mobile advertising networks show as much as a 75 percent higher rate of power usage than other applications.
Using an energy-profiling tool known as "eprof," researchers sought to gain a fine-grained picture of data consumption on Windows Phone and Android applications.
Researchers found that within some applications, such as the free version of Angry Birds, the majority of power consumption was in fact due to 3G network traffic.
The study concluded that as much as 45 percent of power usage on the applications was from advertisements being served over the wireless broadband network.
Additionally, the researchers found that advertising network activity consumed 15 percent of power even on data-intensive applications such as the New York Times reader application.
Overall, the study found that I/O activity was the main culprit for energy loss.
The researchers recommended that application developers and platform vendors adopt a 'bundle' analytical approach which provides a clearer view of energy consumption and optimization.
This article was originally published on V3.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Dan Worth is the news editor for V3 having first joined the site as a reporter in November 2009. He specialises in a raft of areas including fixed and mobile telecoms, data protection, social media and government IT. Before joining V3 Dan covered communications technology, data handling and resilience in the emergency services sector on the BAPCO Journal.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT