From the editor: Mobile first and last

Colin Grimshaw

There is no shortage of 'interesting' stats about mobile phone usage. On average, we check our mobile devices 150 times a day (for 18 to 24 year-olds it's every nine minutes); 44% sleep with their phone next to the bed because they don't want to miss any calls, text messages, or other updates during the night; and 9% of Americans admit to using their phone during sex.

It is said mobile is the greatest shift in human communication since the beginning of the internet. It's the medium we turn to first thing in the morning, last thing at night and throughout the day. Uniquely personal, portable and interactive, enabling one-to-one connectivity and geo-location targeting, mobile needs to be central in all brand communication strategies in what is being described as a Mobile First approach. And the possibilities for this approach are explored in this month's Admap Focus.