Mobile device use is increasing faster today than did use of the Internet in the 1990s, yet most firms are failing to capitalize on this fertile marketing ground, according to a Google executive."The mobile audience is enormous and is only growing," Ted Lazarus, Google's senior counsel, said Oct. 4 at the National Advertising Division's annual conference in New York.According to Google data, 93% of the U.S. population has a mobile device and 40% have a smart phone. The percentage of smart phone users has doubled from a year ago and will pass 50% this year.
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