We keep hearing that mobile is increasingly important across the digital realm. We know that most people use Facebook, for example, from a mobile device. We're told that YouTube viewers have shifted to preferring mobiles to consume content. And even general web viewing now has parity across mobile and non-mobile devices, with mobile increasing its share month by month.

The Mobile Marketing Association has just completed a report that argues that mobile now merits a double digit share of total spend - not just of the digital budget. Useful when we are persuading clients to consider mobile as their primary digital landscape.