A new Deloitte & Touche survey on the new-media habits of U.S. consumers is confirmation that the Internet and mobile are a one-two punch you cannot duck.

Per that survey, 36 percent of consumers use their mobile phones as entertainment devices, 38 percent are watching television online and 45 percent are creating online content such as Web sites, music, videos and blogs for others.

What's interesting is that only eight months prior, in Deloitte's first "State of the Media Democracy" report, 24 percent of consumers said they used their mobile phones as entertainment devices.

In other words, the use of mobile phones as entertainment devices jumped 50 percent in less time than it takes from typical human conception to delivery.

The results were reported in a Reuters story that broke after Deloitte gave The Hollywood Reporter an exclusive ahead of the survey's market release. It makes sense to give it to the Hollywood Reporter since that trade publication reports on the entertainment industry.

But the results of the survey are worthy of wider notice, primarily for the intelligence it offers on the rapidly evolving media consumption habits of today's consumer.

Consider some other findings of the Deloitte survey that was conducted online Oct. 25-31 with 2,081 U.S. consumers.

Nearly 62 percent of consumers age 13-24 use their mobile phones as entertainment devices, up from 46 percent in the previous study conducted Feb. 23 to March 6, 2007. Among consumers age 25-41, the figure increased to 47 percent from 29 percent in the prior survey.

Also, 20 percent of the surveyed consumers said they view video content on their mobile phone daily or almost daily.

What are the implications for the parties involved?

First, shed all fears about screen size. If man or woman got used to reading time on a surface as small as the rare dollar coin, then he or she can definitely watch the news or latest video or play games on a much bigger mobile screen.

Second, parlay that content for the movie and TV screens to the computer and mobile phone. But tailor the content -- games, music, soaps or movies -- to make sure that you understand each channel's pros and cons.

Long form content won't do for mobile as long as battery life and costly data plans remain issues. But who knows -- Verizon Wireless' latest LG Voyager phone delivers live network TV broadcasts with astounding clarity. Its $25 monthly fee for mobile TV may deter many, though.

But the most important takeaway from the Deloitte findings is that mobile is slowly gaining acceptance for mainstream activities. Savvy marketers must seize this opportunity to reach out to consumers in a new channel with timely offers or relevant advertising. Entertain those thoughts as you begin the new year.