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.
Dan Worth is the news editor for V3.co.uk, having previously worked as a reporter on the site since November 2009.
Before joining V3.co.uk, Dan worked as a journalist covering communications technology, data handling and resilience in the emergency services sector on the BAPCO Journal. Prior to this, Dan studied English and History at Cardiff University followed by a post-graduate degree in journalism.
Dan's main coverage areas are telecoms, mobile operators, ISPs, broadband and wireless technologies, government technology strategy and networks.
June 5, 2013
1:00pm ET / 10:00am PT