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71% of smartphone users search because of an ad they’ve seen either online or offline; 82% of smartphone users notice mobile ads, 74% of smartphone shoppers make a purchase as a result of using their smartphones to help with shopping, and 88% of those who look for local information on their smartphones take action within a day.

These are some of the key findings from “The Mobile Movement: Understanding Smartphone Users,” a study from Google and conducted by Ipsos OTX, an independent market research firm, among 5,013 US adult smartphone Internet users at the end of 2010.

General Smartphone Usage: Smartphones have become an integral part of users’ daily lives. Consumers use smartphones as an extension of their desktop computers and use it as they multi-task and consume other media.81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone 72% use their smartphones while consuming other media, with a third while watching TV 93% of smartphone owners use their smartphones while at home 

the brands that win will prioritize engagement over exposure. They will flip the traditional approach of using mass reach to connect with the subset of people who matter on its head. They will super-serve the most important people for their brand first and use the resulting insights and advocacy to then broaden their reach and make the entire media and marketing plan work harder.

This generation has grown up living digital lives. This has fundamentally changed their relationship with media and technology — and with brands. They don’t want to be talked at, but they do want to be invited in to the discussion. They thrive on creation, curation, connection and community. As a result, we call them Gen C. The behaviors of Gen C have less to do with the year they were born and more to do with their attitude and mindset. For example, while 80% of people under 35 are Gen C, only 65% of Gen C is under 35 [1].

Gen C cares more about expressing themselves than any generation before.

There were 2.4 billion people on the internet at the end of 2012, up 8% from 2011.

While many Facebook advertisers justly focus on the US, UK and Western Europe, a lot can be said about considering other countries.  India, Indonesia and Brazil and Mexico are among the top 5 countries on Facebook according to Socialbakers.

Compared to TV, there is a significant discrepancy in the amount of time consumers spend on mobile devices relative to advertising spend.  While we spend 12 percent of our time on mobile devices, mobile advertising dollars only account for 3 percent of total spending.

A writer for USA Today shows that all ages are in on this trend, but instead of an age group, he blames the change on the cloud, the heavenly home our entertainment goes to when current media models die. As all forms of media make their journey into a digital, de-corporeal space, research shows that people are beginning to actually prefer this disconnected reality to owning a physical product.

Even in this strange new world, the economic laws of scarcity apply, and they are precisely what's shifting. To "own something" in the traditional sense is becoming less important, because what's scarce has changed. Ownership just isn't hard anymore. We can now find and own practically anything we want, at any time, through the unending flea market of the Internet. Because of this, the balance between supply and demand has been altered, and the value has moved elsewhere.

The biggest insight we can glean from the death of ownership is about connection. This is the thing which is now scarce, because when we can easily acquire anything, the question becomes, "What do we do with this?" The value now lies in the doing.

You click. You buy. An advertiser pays. In an over-simplified sense, that’s how desktop digital advertising works. That system doesn’t work as well on mobile, however, where an estimated 40% of clicks are accidents (or fraudulent) and advertisers are still wary of their value. Research firm eMarketer projects that advertisers will dedicate just 2% of their budgets to mobile advertising this year--even though customers are increasingly logging in through their mobile devices.

At Google and other companies that sell advertising, the golden question has become not how to get consumers to simply click more mobile ads, but how to measure effectiveness beyond the click--even if that means tracking offline actions or purchases made on another screen.

“There’s this incredibly new, incremental engagement point called ‘out and about’ or called ‘sitting on public transportation’ or called ‘at home on the couch in front of the TV' and these are places where we didn’t used to be connected,” Jason Spero, Google's head of mobile ads for the Americas, tells Fast Company.

According to a new report from consumer researcher Nielsen, Net advertising saw the biggest increase among all ad spending worldwide in the first quarter, with a 12.1 percent increase compared to a year ago at the same time.

The report, called the Global Adview Pulse, also found increases in all other media, except magazines. Radio was second with a 7.9 percent increase, followed by outdoor advertising with 6.4 percent, ads in cinemas at 4.1 percent, newspapers at 3.1 percent, and 2.8 percent for TV. Magazines dropped 1.4 percent in ad spending.

Globally, advertising was up 3.1 percent in the first quarter year-over-year to US$ 128 billion, following a strong finish last year.