Forty-five percent of users check their mobile devices first thing in the morning, according to InsightExpress.

The study showed a shift in three major mobile user profiles. Mobile Intensive, Mobile Casuals and Mobile Restrained represent the latest in mobile behavioral and attitudinal trends among consumers.

?The Mobile Intensives segment, the group that is consuming the most content on mobile phones, is an incredibly attractive audience for advertisers,? said Joy Liuzzo, senior director, marketing and mobile research at InsightExpress, Stamford, CT.

?Not only do they have a desirable demographic makeup ? majority are under 44-years-old and make more than the median income ? but they are also influencers in a number of categories and look to advertising to help them stay in the know and decide what to buy,? she said.

InsightExpress provides digital marketing research on the effectivness of advertising across online, mobile and other media.

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Mobile Intensives are more likely to have decision making responsibilities for finance, travel and health.

Eighty-six percent of Mobile Intensives fall within the 18-44 range and just over 54 percent make over $50,000 a year.

More than 53 percent agree they look at advertisements to see what they should buy and 44 percent agree they make a wish list of products advertised.

?We?re seeing the number of people who are only using mobile for phone calls and/or texting decrease,? Ms. Liuzzo said. ?The Mobile Restrained group has decreased about 7 percentage points since 2008 and people are shifting into the casual or intensives segments.

?That?s surprising because it?s not normal to see a rate of adoption for technology to be this steep,? she said.

The Mobile Restrained currently represent 53 percent of the mobile universe and these individuals are considered the least sophisticated mobile users.

Ninety-six percent of Mobile Restrained own a feature phone instead of a smartphone with 57 percent being over the age of 45 and 55 percent make less than $50,000 a year.

According to the study, this group of individuals, which make up of 28 percent of all wireless subscribers, are least likely to agree that they make a wish list of products featured in advertisments.

Mobile Casuals are characterized by their use of mobile phones simply as a lifestyle enhancing convenience.

These individuals are not devoted to their device, but 46 percent agree they look at advertisements to see what they should buy.

Only 35 percent agree that they make a want list of featured products.

?Mobile is rich in a valuable, sometimes difficult to reach, audience,? Ms. Liuzzo said. ?It?s time to take advantage of the engaging platform and connect with these consumers.?

?I predict that we?ll see a continued decrease in the number of people using mobile to only make phone calls or text,? she said. ?I further expect that within the next couple of years the mobile intensives segment will begin to represent a wider population thus increasing the reach of mobile.?