There's a mobile movement going on. The rise of smartphones is creating smarter consumers, creating more opportunity for smarter marketing. Smartphones are always on, always with us, and always connected. In one week, we browse the internet, use the search engine, watch the video, and connect it with our friends, all on our smartphones. But that's info you might already know. Here's some you might not. We're using smartphones almost everywhere, even while consuming other media. Smartphones have become such an important part of our lives that many of us would give up high heels, cable TV, even chocolate, just to keep using them. They're becoming important to our shopping habits too. Smartphones have become the ultimate shopping companion, transforming us into more savvy consumers. 79% use a smartphone to help with shopping. In fact, 70% of us actually use our smartphone while in the store. We use it to find retailers, compare prices, get coupons, read reviews, and check the see of something's in stock. Which leads us to buy. Nearly three quarters of shoppers made a purchase as a direct result of the info we got from our smartphones. Either in store, online, or on our phone. Our new mobile shopping habits are adding up to big spending across the board. And where do we do most of our shopping? Usually in our own backyards. In fact, finding local information is one of the most popular smartphone activities. We're using our phones to find everything from the nearest pizza place to movie show times, to finding the nearest store that carries the item we're looking for. And 88% of us use that local information and take action within a day. Whether to call or visit a local business. Over the past year, mobile search queries have skyrocketed to new heights. As we search for everything from product reviews, to travel info, to random trivia that can help us settle bets with our friends. While word of mouth for seeing a product in store may lead people to search on smartphones, 71% of us search because we saw an ad. Both on traditional media and on our phones. And we're acting on it. Nine out of ten mobile users have taken action all thanks to a smartphone search. The simple fact is, mobile ads work. Recall seeing a mobile ad? You're not alone. 82% of us do. Yet 79% of top advertisers don't have a mobile optimized website. It's important to build a good mobile user experience because if we see a mobile ad, we tend to click on the ad, visit the advertiser's site, make a purchase, or call the business. Today we use smartphones to stay connected, to keep us entertained, to search for information on the go, and to make us smarter shoppers. And we're going to be doing a lot more of this, creating more opportunities for marketers to connect with their customers. Don't miss the mobile movement. Use your marketing to reach the new smartphone consumer.