A recent study conducted by Ruder Finn discovered that Americans are spending nearly three hours a day on their mobile devices. But they aren’t just making calls. As a result of the proliferation of smart phones, a majority of that time is spent “Googling,” wheeling and dealing, banking, “Facebooking,” messaging, gaming, and more.

Perhaps the most significant statistic of all was that 91% of mobile device users go online to socialize compared to only 79% of traditional desktop users. More specifically, 45% of mobile device users are posting comments on social networking sites, 43% are connecting with friends, 40% are sharing content with others, and 38% are sharing photos.

As mobile technology advances, becoming more widely accessible and easy to use, more and more people, even less tech-savvy users, will be surfing the web, downloading apps, and interacting on the go. The desktop computer is officially old news. The smart phone, along with mobile social networking, is the new norm.

For those of us charged with increasing brand awareness and generating sales, this cultural shift brings to light some never-before-seen opportunities. No other device is as personal and interactive as the smart phone. It goes where the customer goes, it’s always on, and it’s always within reach. The most successful advertisers will exploit this budding medium. They will develop more innovative creative solutions in the shape of SMS and MMS, banner and full-page ads, search ads, in-application advertising, and interactive video. And they will base it all on more precise ad targeting, such as location and context.

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