Mobile phone users are not only getting more social and looking for fun, they're also increasingly willing to spend more for the privilege when they buy a phone.

According to a new study from J.D. Power and Associates, they're willing to spend an average of $9 more on new phones -- an increase the research firm termed "substantial."

The average wireless handset price tag now hovers about $101, the highest amount cited since the firm began studying wireless device costs five years ago.

The research firm said that cost difference spiked during the past six months and represents the largest jump in two years.

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