We have been told that ‘this is the year for mobile’ for at least five years now. But the ubiquity of 3G, the advent of 4G, along with an increase in smartphoneusage (around two thirds of Americans now have smart phones), suggest that the next few years really are all about mobile advertising.
The shift toward mobile is affecting how we spend our free time. In 2013, Americans spent an average of 34 hours per month using mobile apps and browsers; that's more time than they spent online with their PCs, which chewed up 27 hours. Social networking use is also declining on the desktop, while it's surging in mobile.
The critical thing for marketersduring this shift isn’t about diverting ad budgets to mobile, but about integrating mobile creatively into the bigger marketing picture. The importance of mobile advertising is here to stay.