Currently, mobile media is a mish-mash of subscription and ad-sponsored content, but that's expected to change over the next several years.

According to a new study, mobile phone use in the U.S. is expected to hit a saturation point within the next six years, and this tipping point--combined with other converging marketplace factors--may finally unleash the advertising potential of the platform, MediaPost reports.

A new SNL Kagan study predicts that "by the year 2013, mobile phones--including consumer, business and dual users--will achieve 100% penetration in the U.S., when an estimated 322 million cell phone units in use will actually exceed the total U.S. population. Kagan estimates current U.S. cell phone penetration at 84%, or about 233 million units."

When this happens, mobile ad revenues are expected to soar. "Analysts say the exponential growth of mobile data use--including text, Web browsing, games, music and video--is spurring carriers, [high-speed wireless] competitors and other key players to accelerate their pursuit of the 'holy grail' of market paradigm shifts: free mobile services fully subsidized by advertising."

That's an easier concept for consumers to grasp and essentially mirrors the model of the standard desktop Internet.

(Image courtesy of Clipart.com)

Kagan: U.S. Cell Phone Saturation May Spur Mobile Ad Rush [MediaPost]