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Be smart about smartphonesMobile matters36m UK adults own a smartphone￡7.2bn mobile ad spend in 2014, ￡2.3bn (32%) display2hrs 4mins daily time spent by average UK adult on their smartphone The smartphone newsbrand audience is huge…and youngNewsbrands reach 25 million on smartphones44% of smartphone newsbrand readers are aged 18-34The smartphone newsbrand audience is huge…and youngNewsbrands reach 85% of total active smartphone audience92% of 18-24 and 91% of 25-34 smartphone users access newsbrandsBeware creeping assumptionsDisconnected activitiesMobileSnackingAd aversionIndulgeInvestFixTrack