These are more than cute little Valentine’s Day survey stats. Out of 20,000 customers in a recent MocoSpace survey, 33% have flirted with someone else using their phone while on a date. 57% have broken up with someone using their phone.

Justin Siegel, CEO of MocoSpace would like digital advertisers to think of this kind of information as a call to action. He says consumers are using the mobile platform in different ways every day, often in ways that show complete changes in social norms. The brands that understand consumer behavior, he says, will be the brands that master mobile and social networks. Technology has very little to do with it.

“A lot of times an agency or direct brand will come to us with a set budget and ask us to find the best way to put them on MocoSpace,” he says. “And more often than not, that request will still be a cross-platform deal that splits the money between online and mobile. But if they really understand the value of their product, they can see how to tap into the mobile experience. It’s a very interesting area of digital marketing right now. We’re connecting people socially through the mobile platform. Brands are still a bit reluctant to stick their neck out and connect themselves.”

As an example, Siegel points to the relationships feature on MocoSpace. Here members get virtually engaged, virtually married and trade virtual goods. MocoSpace recently rolled out a premium version, but brands can insert themselves through branded content such as Hershey’s Kisses or more traditional ads.

Although MocoSpace plays on the web and mobile Siegel says its biggest competitor is MySpace, not Facebook. According to corporate stats, MySpace is also the biggest source of new members, used by 48 percent of all feature phone customers and is the second fastest growing mobile social network. Its audience reaches five million unique users per month split evenly between African Americans, Hispanics  and Caucasian. The audience size allows for scalable targeting and geo-locations efforts. Its multicultural personality allows it to serve as an urban trendsetter among the 18-34 demo. For example, one of its most successful recent campaigns was a web/mobile/social effort for the movie 2012.

It has grown an “enormous amount” so far this year, according to Siegel, but has not yet launched an iPhone or Android app. The iPhone app will be launched in April with the Android app to follow shortly  thereafter.

Siegel’s personal campaign is for continued advertiser awareness of the audience available through MocoSpace and a clean break with the creative approaches and measurements of the past. “I think too many advertisers are still married to the web metrics and they don’t apply to mobile very well,” he says. “Click thru is just not an effective metric for mobile. I look at brand lift, brand awareness, brand trust and other measurements. Our users are with us more than an hour a day.”