The gap between smartphone and feature phone users is actually far greater than you may realize. The Atlantic points to statistics which found "dumb-phone" users outnumber smartphone users 5.6 billion to 835 million, which emphasizes the fact that despite mobile's rise in recent years, it still has a long way to go.
Specifically, consumers are spending about 10 percent of their media attention on mobile devices, while mobile only commands 1 percent of companies' total ad spend.
Conversely, while print attracts just 7 percent of media time, it captures 25 percent of total U.S. ad spend - or 25 times more ad money than mobile.
Basically, mobile is still in its infant stages.
But it's growing - and here are some reasons why:
First, diversity of tactics in the mobile medium (or the amount of tools advertisers have at their disposal) is ever-improving due to advances in mobile ad units, mobile search, mobile landing pages, SMS and mobile apps.
For instance, one app recently highlighted at this year's SXSW conference - Sonar - aims to monitor your location in the physical world and alert you when others with similar interests are in close proximity to you.
All Things Digital explains it better.
"Walk into a room, and using publicly available data pulled in from Facebook, Twitter and LinkedIn, the app tells you who's nearby, and what you may have in common with one another," notes the news source. "So if you're, say, sending status updates about how awful the beer lines are at a music festival, that status will actually show up for others in your proximity - you know, the people who would actually care about that status update - but no further."
Why this may seem creepy at first, it's just another way mobile is advancing to engage users in their daily lives.
What's more, there is a slow but steady cultural shift toward mobile devices, notes The Atlantic. More than 66 percent of the average person's time spent on mobile phones is used for non-communication activities (apps, games, GPS, etc.), while Americans are spending 94 minutes per day on their devices (versus an average of 72 minutes for web-based consumption).
In the not-so-distant-future, mobile may surpass television as the dominant consumer access point for all media, explains the media outlet.