There’s no question that mobile is here to stay. Just look at smartphone penetration, which stands at 70 percent in the U.S. And the ramp-up has happened almost overnight, as the average American now spends seven more hours each month with their phones than they did in 2013.
But it’s not just the devices themselves that are making them more ubiquitous—it’s what they can do for us. People expect a new experience with technology, said Enid Maran, SVP Advertiser Solutions for Tech/Telecom at Nielsen, during a panel on mobile last week at the Advertising Research Foundation (ARF). Consumers expect to interact with technology, and kids expect devices of any and all sizes to respond to their touch—a concept that would have been unthinkable a mere decade ago. Our phones are with us all day every day, giving us recommendations, directions, information and more.