Home  › Media › Mobile
angrybirds-big

Mobile Ads Blamed for Free App Battery Drain

  |  March 22, 2012   |  Comments

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.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Dan Worth

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

View Dan's Google+ profile

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...