The United States may be closing in on Asia and Europe in mobile technology adoption, according to a study by Mobtext.

The reported boost in consumer adoption of mobile technology means that marketers are approaching the prime time for mobile marketing opportunities. The study found that SMS, MMS, location-based marketing, mobile Web and branded content are the major components of growth in the mobile marketing space.

"I am surprised by how fast North America has caught up to other parts of the world as it relates to mobile marketing," said Phuc Truong, managing director in the U.S. at Mobext, New York.

"While Asia and Europe users have historically gotten a leg up on non-voice mobile usage, within the span of a couple of years the U.S. is no longer a laggard in terms of mobile marketing and in some case leads depending on the discipline," he said.

The study from Mobext, a segment of Havas Digital, reported that the rapid acceleration of the U.S. mobile services market has left a hole in consumer defense against mobile marketing and advertising, offering a huge opportunity to marketers.

SMS and MMS were cited as particular strengths in the United States mobile service market as they have the broadest reach across device type and demographic.

Mobext's Global Mobile Insight also identified location-based marketing, mobile Web and branded content to be suggested areas of interest for marketers in moving forward this coming year.

"My best advice to mobile marketers is to actively look at and start using the mobile channel, if advertisers have yet to do so, to communicate with consumers," Mr. Truong said.

"Mobile is a channel and not a strategy onto itself. It is best used when integrated within other media channels," he said.

Mobext claims that with the recent traction gained by smartphones, particularly the iPhone, mobile will become a critical component for brands in their efforts to connect with consumers.

The study reported that any brand interested in delving into the mobile marketing arena should tailor content and communication to mobile's on-the-go mentality, paying attention to the small screen-size and simplistic scrolling versus a traditional mouse.

Mobile video and television are not expected to be adopted the same way that other mobile disciplines have been in the U.S., but will gain traction eventually, according to Mobext.

The study also showed that Japan has an incredible mobile commerce ecosystem in place, estimated to grow 45 percent from 2007 to $26 billion (USD) by 2011, according to eMarketer.

"Smartphone penetration is the U.S. has exploded as well as other parts of the globe," Mr. Truong said. "Americans have embraced the larger screen sizes and multipurpose features of smartphones.

"The U.S. will differ in the area of smartphone adoption and lead in the newer uses of smartphones via apps and the mobile Web," he said.