Ten percent of U.S. smartphone users are now watching full-length television shows on their devices, according to a study by Magid Advisers and reported today (Monday) in the London Financial Times. The study indicates that watching TV shows on mobile devices is not decreasing viewing on conventional TV sets. It is, however, increasing the number of hours many people spend watching TV programs, something that the FT said, has huge implications for media and advertising businesses. The newspaper quoted Angela Steele, chief executive of Ansible, a mobile advertising agency owned by Interpublic, as saying that consumers are already watching an endless amount of video on their phones -- mostly short YouTube clips that can only be viewed after a user watches a brief commercial. And we see great results of mobile video ads, regardless of how much consumers enjoy or dislike the experience.