According to all reports and studies, consumers will continue to expand and increase their use of mobile apps. Time spent on mobile devices in 2014 was up just four minutes over 2013, but that doesn’t tell the whole story. Whether for browsing, game-playing, checking social media, or conducting business, smart phone and tablet use is pervasive, and far from being a thing of the future, the future has arrived. These “small screens” now account for 2 hours and 42 minutes of daily use by the “average” US consumer. The majority of the time is spent with apps, with only 14% of time spent in search time on the mobile web in 2014.