Two-thirds of Americans own a smartphone. We spend an hour longer on our smartphones than on desktops. And mobile ad spend will surpass digital for the first time this year. It’s not news that smartphones are our go-to devices – but they’ve become our go-to devices through continuous innovation, for consumers and marketers alike. Here are 7 stats that prove it:

90% of Smartphone Owners Use Location-Based Information

Smartphones give us flexible, easy access to information – and we use it to our advantage. Pew Research reports that 90% of US smartphone owners use their phones to get directions, recommendations, or other information related to their location. The result: innovative mobile ad opportunities that are essential for marketers. Be sure to use location and call extensions in mobile search results, ensure you’re using Google My Business, and that your NAP (name, address, place) score is strong.

There Will Be Over 50 Billion Internet-Connected Devices By 2020

Internet of Things (IoT) has seen explosive growth the past five years, and is predicted to reach at least 50 million devices by 2020. Smartphones tie everything together and help us control our IoT devices. While still not a term recognized by many people (87% according to Accenture), we’ve seen IoT transform a number of industries already:

  • Hospitality: It’s enabling keyless entry into hotel rooms.
  • Home: We see smart devices everywhere in our homes now. Think about our fridges, TVs, and the viral growth of Nest thermostats.
  • Health Care: Privacy will remain a concern here, but hospitals have begun using IoT devices to streamline processes and improve patient care.

A few stats below can also be categorized as IoT, but they’re significant enough to mention on their own.

The Global Market for Wearable Devices Grew 223% in 2015

Fitbits, Garmin watches, and now the Apple Watch have transformed how we manage our fitness – and it shows: the market for wearables grew 223% last year. Smartphones have enhanced these devices, helping us to remain connected to the data wearables gather wherever we are. In fact, the Apple Watch relies on your iPhone to fully function.

Beacons Will Generate $44 Billion in Retail Sales by 2016

Even though barely 20% of retailers have implemented beacons, 55% think they are highly valuable. In fact, beacons will help influence $44 billion in retail sales this year. Again, without smartphones we would not have beacon technology: it inherently relies on the ability to connect and push information to our smartphones.

Mobile Payments Will Triple in the US in 2016

While only 1 in 5 smartphone users will make a mobile payment this year, that’s 62% growth over last year and predicted to reach 1 in 3 users by 2019. Mobile payment pioneers (retailers like Starbucks and mobile wallets like Android Pay and Apple Pay) have created a foundation for other businesses to follow suit. The biggest barrier for businesses is the technology investment, whereas the largest barrier for consumers remains privacy concerns.

Mobile Marketing Will Generate 108 Billion Calls in 2016

Smartphones are still a phone, and people still want to talk to businesses. What many marketers don’t realize is mobile marketing is set to drive 108 billion phone calls to US businesses this year. Marketers taking advantage of this trend use innovative features like call extensions and call-only ads, and design their landing pages with a single call to action: a click-to-call link. They recognize that the easiest way to convert on a smartphone is to call (not fill out a web form) and they’re making it easier for people to contact them.

47% of Facebook Users Are Mobile-Only

Not only do 90% of Facebook users access the social media platform on their mobile device every day – almost half of them are mobile-only. Mobile is now ubiquitous in our lives, and Facebook recognized that early on. With users who consistently accessed their site from a smartphone (and as ownership continued to skyrocket), they used it to capitalize on the mobile opportunity. They innovated with location-based ad targeting, calls to action designed for smartphones (call now, app downloads), and you can even extend your campaign beyond Facebook to other mobile apps in their Audience Network.