Dive Brief: 

• In a recently released report from Nielsen, the research firm revealed that time spent on the Internet on smartphones has surpassed time spent on PCs. 
• According to the report, the average U.S. adult spends 34 hours per month surfing the Web on their mobile device, compared to only 27 hours on a PC. 
• The majority (86%) of time spent using the Internet on smartphones is through apps. 

Dive Insight: 

Yet another reason given by Nielsen for marketers to focus on mobile. People are staring at their smartphones much more than they are sitting in front of their laptops, and marketing practices should reflect that. Because of the heavy app use, perhaps more focus should be on in-app ads or increasing the use of apps in overall marketing campaigns.