The ever-growing adoption of smartphones and tablets has led to a surge in mobile web usage over the past few years. Thus far in 2013, mobile devices accounted for 14 percent of global page views, up from just 3 percent in 2010.

Surprisingly, at first glance, mobile web usage is especially popular in Africa and Asia, where mobile devices account for 17 and 23 percent of total page views, respectively. The likely explanation being, that fixed line internet access is far from a given in these regions.

As people spend more and more time with smartphones and tablets, we can expect the share of mobile web traffic to further increase through the next few years, even though people spend a lot of their smartphone online time with dedicated apps.

For marketers, it is impossible to ignore the fact that mobile is the future. Services such as Facebook are experiencing a strong shift towards mobile use, and advertising dollars are likely going to follow.