Any casual glance around a public place will confirm we're all hooked on mobiles.
So it's no surprise that mobile marketing is a raging beast of a thing: constantly evolving, tweaking and testing new strategies to keep up with our unquenchable thirst for all things on-the-go.
Here's a few massive mobile stats around this monolith.
Billion dollar club
At present there are now 3.65 billion unique mobile users – that's over half the globe.
Of these, close to 2 billion own smartphones.
These are good times for mobile marketers.
In 2014 global mobile ad spend was US$31.9 billion, marking a 64.8% increase from previous years.
Significantly, this period was also the first time mobile display ads topped search. Mobile display ads are also the fastest growing segment in mobile marketing, posting a year-on-year increase of 88.1%.
By the end of 2016, global mobile ad spend is tipped to top US$100 billion.
Over 71% of users browse retail apps before purchasing in-store, and one third of Australian smart phone users have purchased via a mobile device.
Mobile marketers are listening: 80% now use location-based advertising.
With US$14.3 billion in mobile ad revenue, North America remains the biggest mobile market.
However the Asia-Pacific region is close behind with US$11.6 billion in mobile ad revenue. This is ahead of Europe's US$5.3 billion.
Mobile video is big business, with YouTube, Instagram, Vine, Facebook, Snapchat and Tumblr competing for eyeballs.
Indeed video now accounts for 55% of global mobile traffic.