Media Agency Initiative published a new study on the third screen – the mobile phone – focusing on what exactly “active smartphone users” are doing with their phones. Check this out:

Mobile: It's not just for voice anymore

Although I’m not sure where SMS fits into this (“data?” “other”?), it’s incredible that data accounts for half of smartphone usage. And even more surprising is the finding that 60% of mobile Web usage occurs at home. The peak time for mobile web use? Evening. In fact, half of the sample population claimed to use the mobile Web while watching TV.

Imagine the implications for advertising when people are watching content on their monitor and interacting with that content on their phone. It already happens when I get texts from friends about something that we’re watching concurrently on Top Chef. But what if the content provider was controlling both channels – the television experience and the mobile experience? The opportunities for advertising are incredible. Like that knife that Padma is showcasing? Here’s a link to buy it right now in a 3-hour promotion from Groupon. Get ready for product placement and promotion like we’ve never seen it before.