As the first mass adopted platform that people used to consume
digital media away from desktops and laptops, mobile devices laid the foundation for the shift in digital
consumption we are witnessing today. Further, mobile still reigns as the dominant device for noncomputer
digital media consumption even as tablet devices proliferate across the U.S. Today, half of the
total U.S. mobile population uses mobile media, whether browsing the mobile web, accessing
applications, or downloading content. The mobile media population has grown 19 percent in the past year
to more than 116 million people in August 2011. The other half of the mobile subscriber population not
utilizing mobile media is nearly evenly divided among those that solely use their phone to make calls
(24.9 percent) and those that utilize their phone to make calls and text (25.5 percent).