Anyone who works in digital marketing or e-commerce cannot have missed the forecast made by Mary Meeker an analyst at KPCB in 2011. She predicted that, by 2014, mobile Internet use would overtake desktop Internet usage globally1. This point has now been reached globally when measured by mobile traffic volumes. For us, one of the most striking charts from Meeker’s 2014 report2 shows how the rapidly increasing popularity of smartphones and tablets from 2009 to today has fuelled this growth.

The striking inflection point in this chart shows why businesses must continue to prioritise investments in mobile marketing. Reaching consumers as they use mobile devices and developing compelling mobile experiences is the future for customer communications and developing customer experiences, which must also be effective on desktop too.