A new study from Google and Ipsos/OTX shows that smartphones have become ubiquitous and indispensable to those who use them, with web activity and shopping assistance being two of the primary uses. The study also found that ads plus the always-connected, always-present smartphones make an effective marketing team: 71 percent of web searches on smartphones come from exposure to an ad of some kind, with 82 percent saying they notice mobile display ads and half saying they take some kind of action (either visiting a website or making a purchase) as a result of the ads.
