Chicago : Free mobile apps which uses third-party services to display advertising consume considerably more battery life, according to new reports.
Researchers used a special tool to monitor energy use by several apps on Android and Windows Mobile handsets.
Findings suggested that in one case 75% of an app's energy consumption was spent on powering advertisements.
Report author said app makers must take energy optimization more seriously.
Free applications typically have built-in advertisements so developers can make money without having to charge for the initial app download.
Report author  told that the developers should perhaps think twice when utilizing third-party advertising and analytics services in their app.
The researchers looked at some of the popular apps such as Angry Birds and Facebook.
Due to restrictions built into Apple's mobile operating system, the team was unable to run tests on the iPhone.
In the case of Angry Birds, research suggested that only 20% of the total energy consumption was used to actually play the game itself.
Of the rest, 45% is used finding out your location with which it can serve targeted advertising.