Mobile phones are fast becoming more popular than television for Americans.

As we said in our 10 Mobile Trends for 2014 and Beyond report, mobile is increasingly the first screen or, more aptly, the prime screen, since the idea of ranking screens will become obsolete as we move into an era of ubiquitous screens (phone, tablet, PC, TV, smart watch, etc.). Now digital analytics firm Flurry reports that Americans are spending more time each day with mobile screens than TV screens: an average of 2 hours and 57 minutes on mobile (an increase of 9.3 percent over the past nine months) versus 2 hours and 48 minutes daily, per U.S. Bureau of Labor Statistics data.

Data Point 11.24.14

Observes Flurry chief executive says Simon Khalaf: “It is a tall order to believe that the smart device (and app) industry, which didn’t exist six and half years ago, can take out an industry entrenched in every American household since the middle of the last century. But it has happened.” Content will morph to accommodate this audience shift and to better fit the mobile platform and mobile consumer. Ads will follow, but solving the small screen is the next big challenge for marketers.