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.
In 2015, Verizon purchased AOL for $4.4 billion. Now, the mega wireless carrier is leveraging its wireless network as part of a new ad offering called BrandBuilder by AOL.
As the ball drops on December 31st, make sure your media strategies are stacked with timely resolutions to make the most of 2017.
Easily spotted on the mobile web: holiday ad next to plane crash story; Muslim dating ad next to KKK story; beauty ad next to domestic violence story; car ad next to emissions scandal story.
There will be an estimated 20.8 billion connected devices in the world (up from the current figure of 6.4 billion), the advent of 5G represents an enormous opportunity within the world of mobile.