A new study found that brands and advertisers aiming to reach "connected consumers" need to focus on targeting their niche with easily distributed, customizable, socially charged content--but not necessarily on their mobile phones, MediaPost reports.

The study by Avenue A Razorfish found that while lots of people use Web 2.0 sites for everything from online video to blogs, mobile media was the one area that lagged behind:

"Mobile multimedia usage was the one area that lacked strong penetration--even with connected consumers--as the majority (64%) said they never used their mobile phone to check weather, news or sports headlines. Similarly, 76% never used mobile to watch video, 68% said the same for listening to music, and 58% had never used their phone to check email. Some 53% of connected consumers, however, had used their phones to take photos and then share them on the Web."

Connected Consumers Love Web 2.0, But Not On Mobile [MediaPost]