Is mobile taking over?

It's been talked about in the digital sector that this year is the year of mobile. But so was last year and the year before and the year before... More focus is drawn to mobile and here's why -

• 62% of the UK population own a mobile phone
• A mobile phone user checks their phone up to 150 times a day and spends on average 68 minutes on it per day
• 78% don't leave the house without it

And so on...

With the technology available nowadays, it's inevitable that consumers are becoming more and more lazy. And this is shown through the growth of m-commerce over the past few years. And yes, advertisers should be focusing on the platform, but at the same time traditional platforms, such as TV,  shouldn't be ignored.

It's hard for me because I see both sides. I work in digital advertising so I understand that brands want to reach the consumer as easily as possible, but on the other hand, as a consumer my phone is my form of escapism. I don't want to be bombarded with adverts 24/7.

However, when brands use mobile advertising in a smart way they can achieve great results. What consumers want:

• An easy-to-use search bar
• A clear and efficient look
• Finger-friendly buttons
• Scrolling in one direction