At any time of day, a quick scan of a train or bus would likely reveal at least one or two people on their mobile devices — particularly smartphones.  Around the world, more consumers are turning to smartphones for their mobile needs. According to New York-based eMarketer, 1.76 billion people will own and use a smartphone by the end of 2014. This is roughly a 25 percent increase from 2013, the market research firm reports.

As the proliferation of smart-phones continues, so has the spread of apps, which some market research firms suggest could offer new opportunities for marketers to connect with consumers.