According to a recent report, global smartphone shipments grew zero percent in 2017. In the US 95 percent of adults now have mobile phones and 77 of those people have smartphones. That leaves roughly 17 percent who have yet to “upgrade.” Most of those people tend to be above 50. While the most sought-after consumer segments (18- to 49-year-olds) are near saturation, the battle there is for “switchers” and upgrades.

Internet penetration has reached about 50 percent of the global population, making growth harder to find but there is room for new internet users. Another bit of positive news is that time spent with digital media continues grow, and smartphones continue to dominate that time. Time spent accessing the internet through smartphones saw incremental growth compared with flat to declining growth for desktop and laptop computers.

Most digital ad revenue growth is coming from mobile, and that will continue into the foreseeable future. Revenues at Google, Facebook, Amazon and other large publishers are increasingly mobile while future e-commerce growth will be driven more by mobile than the PC and social commerce will be dominated by mobile too.

Marketers must therefore continue to focus on smartphones as the primary internet device, which means simplifying and improving mobile user experiences for customers, especially as a loyalty tool.