Mobile phones began a worldwide revolution when they provided consumers with the first experience of
connecting online away from a computer and a fixed Internet connection. The development of
smartphones took the power of mobile technology a step further and shifted consumers’ expectations for
accessing digital content. Now, a new movement appears to be on the rise as new devices such as
tablets, gaming consoles, and e-readers – collectively known as “connected devices” – gain popularity
and are increasingly integrated into daily digital life. Although online content consumption continues to
occur primarily on computers, mobile phones and other connected devices1 are gaining traction as
additional sources of online traffic, particularly in mature technology markets.