Brafton has reported that marketing spend has yet to catch up with mobile internet usage, and new research suggests the gap may be growing. ComScore's Mobile Subscriber Market Share report indicates that consumers are increasingly searching the mobile web.

The study found that more than one-third of mobile users (38.4 percent) used a mobile browser in February 2011. This demonstrates a 3.1 percent increase over November 2010. Search marketing efforts must consider the nearly 90 million mobile Americans who use browsers.

Optimized content can do double duty as mobile outreach in the form of social media and blog marketing. ComScore found that 26.8 percent of mobile subscribers accessed social networks and blogs while on the go. This translates into more than 62 million consumers.

ComScore's figures are the latest in a growing body of evidence that mobile internet usage is becoming mainstream. Mobile marketing can be a great way to reach Americans wherever they are searching the web; Morgan Stanley data indicates that 91 percent of Americans have their cellphones within arm's reach at all times.