More and more we are depending on our mobile devices to find directions, surf the internet, get news and information and a long list of other functionality. Here are several emerging areas of mobile devices getting special attention by consumers and advertisers alike.

Mobile Shopping: One e-retailer is capitalizing on the mobile barcode scanning: Amazon. Amazon recently integrated scanning into its mobile app. “Integrating the scanning capability is a smart move for Amazon because it removes friction from the buying process and enables interested consumers to pull the trigger on a purchase right from within the app,” writes eMarketer. With 43 percent of consumers in nine major markets, including the US, using barcode scanning to find the best prices to give them more control over the shopping experience, Amazon might also be the king of mobile retail.

Mobile Consumers of Advertising: Consumers are becoming familiar with advertising on their mobile devices. In fact, 38 percent of people feel mobile ads “serve an important purpose” and an additional 25 percent stated they are becoming accustomed to viewing mobile ads, according to a recent InMobi and comScore report. A mere 10 percent of respondents feel uncomfortable with mobile ads and 12 percent felt they were intrusive. The study suggests mobile advertising to be a level playing field for advertisers to target mobile consumers.

Mobile Ad Spending: Advertisers have an opportunity to cash in on the enormous mobile market. US mobile ad spending will be up 79 percent to reach $743 million this year and spending is expected to be over $1.1 billion in 2011 and more than $2.5 billion by 2014, eMarketer forecasts. Hot spots will be video, display and search — all nearly doubling this year. With consumers receptive to mobile ads, now is perfect time to start experimenting with mobile ad placements to determine whether you can make mobile work for your brand.

The Mobile Ad Exchange: Mobile users are willing to view ads in an exchange for something. Typically the exchange is a free app and the paid app is for those that want the game, news, etc without those pesky ads. An interesting statistic from Oracle’s September 2010 “Opportunity Calling: The Future of Mobile Communications” survey revealed 54 percent of adult mobile users would be willing to listen to or watch mobile ads in exchange for a 5 percent credit on their monthly phone bill — further incentivizing users to view ads.

Mobile Scanning on the Rise: Mobile is big. We get it. So what are the emerging areas of mobile marketers should be on the lookout for? Let’s focus on the fantastically popular app, RedLaser. The app scans barcodes with the mobile camera and topped five million downloads in early October. There is a rising segment of mobile users that want to make searching for products more interactive and inclusive and barcode scanning is one way.