Mobile is big, it's not a debate or a hypothesis anymore. But the important thing to remember, though it's rarely underlined, that smartphones and tablets don't necessarily replace whatever we've been using so far, desktops, watching TV and so on.
In many cases, people are using these devices in places or circumstances where they wouldn't have used anything else.
At the same time, people are using several devices at a time. No, it's not just you watching TV while browsing on your iPad, everyone is doing it, as Google's research found out.
Google discovered that 90 percent of people switch between devices for any particular task, either moving from their smartphone to their laptop, or watching TV while using a tablet.
Obviously, the research is a bit self-serving as Google uses it to convince people to spend more on advertising across devices. But the data
is solid and interesting.