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With iPhone users increasingly gobbling bandwidth, advertisers hope the mobile ad market will finally live up to its visible but elusive promise: To cash in, reports The Financial Times.

Research from O2 Europe shows 60 percent of UK iPhone users are voracious users of data transfers, moving about 25 megabytes of data back and forth per month. Less than two percent of customers using other devices use that much bandwidth.

The heavy usage might open the mobile ad market, which has been heavy on speculation and promise but light on actual execution. If people show a propensity for mobile surfing on devices like the iPhone (which is easy to use but runs on a slow network), advertisers might actually see value in securing mobile ad space.