Image courtesy of Toa55 at freedigitalphotos.net
As per a new research, a typical mobile app refreshes it’s ads
every 12-120 seconds, which forces the radio network to be constantly
re-awakened, after which the app will keep its 3G radio connection open
for another 25 seconds
COLOGNE, GERMANY: Adblock Plus has learned that advertising
received on mobile phones causes an increase in the consumption of
energy, with ads on average consuming 65 per cent of an app’s communication energy and 23 per cent of an app’s total energy demands, according an April 2013 report.
The researchers found that a typical mobile app refreshes it’s ads
every 12-120 seconds, which forces the radio network to be constantly
re-awakened, after which the app will keep its 3G radio connection open
for another 25 seconds. This period, known as ‘tail time’, results in
the high-energy overhead incurred by ads.
“The use of in-app advertising
has enabled an ecosystem of free apps for many people’s enjoyment, but
we have to consider the impact this is having on battery drain,” said
Till Faida, co-founder and managing director of Adblock Plus. As added,
"Smartphones are advancing everyday; unfortunately their batteries are
not developing as fast. Many consumers are blaming their phone for poor
battery performance when it is the advertising that is at fault. Adblock
Plus aims to find a balance between an ad-free mobile experience and
one where application developers can sustain themselves without imposing
an undue burden on the consumer or their mobile phones. Adblock Plus
endorses an Acceptable Ads policy, and gives users the choice to permit
advertising that is responsible and not annoying. In this way, users can
support apps and websites that rely on advertising but that choose to
do it in a non-intrusive or non-burdensome way."
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