Throughout the panel discussion, three main themes stood out - the growth of mobile apps, the challenge of attribution, and voice of the future. Leading into the session, El Goodman from comScore shared some interesting data: - There is still 25 percent of the US population over the age of 13 that doesn’t have a smartphone and 60 percent that doesn’t have a tablet. - Total digital media usage has grown 49 percent, with mobile apps having grown 90 percent (June 2013 vs. June 2015). - Mobile search accounts for ~30 percent of all search activity (Q4 2014), with smartphones driving a greater share (20 percent) than tablets. - 80 percent of time spent on the internet (via mobile) is spent on three apps. Get the full story at SearchEngineLand