However, we need to be careful with interpreting data on hours spent, since we spend most of our time on smartphones checking email and using social media.This has led to the common mantra of 'mobile-first' design which I think is dangerous.
Mobile digital media time in the US is now significantly higher at 51% compared to desktop (42%).
The implications are clear - if you're not able to reach your audience through mobile search or display, or you're not providing a satisfactory mobile experience you will miss out compared to competitors who are.
The trend in mobile device usage ('vertical screens') compared to all screen use again shows that we're well past the tipping point.
We've created a new summary showing the global popularity of using different digital devices using data from Global Web Index to include in for our State of Digital Marketing 2015 infographic.
It clearly shows the popularity of smartphone ownership and emerging mobile devices like Smartwatches.
Insight from com Score published in their February 2014 market review shows the picture that marketers need to build up.
This panel data shows that the majority of consumers are "multiscreening", accessing retail sites on mobile or desktop, so consistent experiences across device need to be deployed. As Rob Thurner explained in his post on KPIs to review mcommerce effectiveness, it's important to keep track of the split between users of mobile and desktop devices visiting your site(s).
Using advanced segments in Google Analytics is the best way to do this.
" was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an analyst at Kleiner Perkins Caufield Byers who reviews technology trends annually in May.
The mobile statistics that the team at Smart Insights curate in the regular updates to this article include: Well, we're now past the mobile Tipping Point as this report from com Score shows.
So it's no longer a case of asking whether mobile marketing important, we know it is!