New research from independent mobile advertising network InMobi shows that UK consumers are increasingly being influenced via their mobile devices. The company’s quarterly UK Mobile Media Consumption Report reveals that UK mobile web users consume 9 hours of media a day and spend 2.5 hours on their mobile device.

Mobile advertising influences 48% of consumers on their purchasing decisions: the same as PC-based ads and just behind TV advertising.

Virtual mobile network operator giffgaff, which runs on the O2 network and is owned by Telefonica UK, has been found not to have breached the Committee of Advertising Practice’s rules on misleading advertising, substantiation, qualification and exaggeration.

The company’s unlimited mobile internet deal states “there is NO Fair use policy” but a number of customers claimed this was misleading, saying they’d been disconnected for high data usage that was said to be adversely impacting other customers.

Microsoft has announced results for the final quarter of its financial year, which ended on 30th June 2012. Quarterly revenue was $18.06 billion, while revenue for the full year was $73.72 billion.

However, a decision to write off some of the value of online advertising business aQuantive, which was bought for $6.3 billion five years ago, resulted in a quarterly loss of $492 million.

The Mobile Marketing Association has arranged over $1 million in funding to launch new global research into the impact of mobile marketing.

The project, which is believed to be the first global research project of its kind, will test real marketing campaigns to determine the economic value of investing in mobile channels compared to traditional marketing channels. It’s been named SMoX.me: Smart Mobile Cross Marketing Effectiveness.

Juniper Research says in-app advertising spend across all mobile devices will reach $7.1 billion (£4.5 billion) by 2015.

That’s almost three times this year’s anticipated figure of $2.4 billion.