Over the last 5 years, smartphones have completely transformed how consumers engage with digital media. Every business has been impacted in some way by the rise of these devices which has pushed marketers to approach digital media from a new "mobile-first" perspective.

According to the latest comScore figures, mobile now captures almost 7 in 10 digital media minutes and has steadily taken share of time spent from desktop for the last three years. Furthermore, the vast majority of this mobile time is being spent on apps, which account for half of all digital time spent.

For marketers, this data is important in understanding just how much mobile is impacting consumer media usage. However, today's customer journey is extremely nuanced and media time spent only goes so far. Marketers need to understand how consumers use online and offline media to engage with businesses and how this activity varies based on industry.