As part of efforts to boost visibility of the...

and tablets and the need for sophisticated system-on-a-chip (SoC) designs. Among the findings of the survey were that a third of mobile device users watch movies on their devices, roughly two-thirds play games, 94 percent have taken photos and the average number of photos stored on a phone is 241, according to data. Some people appear to be unable to detach from their devices, with 80 percent using them in the bathroom, 56 percent while on a date, 27 percent in a place of worship and 13 percent at a funeral, results said. On a New York press tour, Tim McDonough, vice president-QCT marketing, told us the company won’t go so far as “Intel Inside” labeling to raise brand awareness, but the company is using YouTube videos, social media, targeted ads, review sites, viral marketing and partner relationships to build the brand. Qualcomm executives were on stage this week at the introductions of the latest HTC and LG smartphones packing the latest Snapdragon S4 chipset, he said. McDonough cited the company’s renaming of San Diego’s Qualcomm Stadium to Snapdragon Stadium for a month last December as a way to raise consumer awareness without using TV ads, which the company doesn’t see as an effective way to reach its target audience. One $5,000 YouTube video that received some 600,000 hits showed butter melting on three smartphones, with the slowest-melting butter chunk sitting on a Snapdragon-equipped phone to show the thermal efficiency of the chip design. Qualcomm’s latest S4 chipsets have been designed into roughly 175 smartphone models in the U.S., with about 20 available commercially so far, McDonough said. In addition, Samsung and Dell have announced Windows 8 convertible tablets that use the S4, he said.