If we’ve learned anything this spring, it’s that the Colorado Rockies are on their usual downhill slide and, more importantly, that if you don’t have a mobile strategy, you don’t have a strategy at all.

On that latter point, consider the recent evidence:

• In April, Pew Research Center reported that “64% of American adults now own a smartphone of some kind, up from 35% in the spring of 2011.” That’s a remarkable increase in just four years. More remarkable is that nearly 9 in 10 18- to 29-year-olds owns a smartphone.

• That same month, Google announced that it was changing its search algorithm for mobile browsers to favor websites deemed “mobile friendly.” While some bemoaned the change as “mobilegeddon,” the reality is that people are increasingly accessing the internet from their smartphones, and they are quick to hit the “back” button when they encounter sites that are geared toward desktops.

• And in June, the Reuters Institute for the Study of Journalism at the University of Oxford released its “Digital News Report 2015,” which found that “people in most countries say they are likely to access news via a mobile browser. This suggests that news may not always be a primary destination but will often be found through links from social media or email.”

All of that’s not to say that mobile should be your only target. The Reuters Institute report also noted that, “‘older’ delivery technologies such as podcasting and email newsletters have returned in force; and U.S. nightly news broadcasts have actually gained audience over the past few years.”

Seem like a lot to keep up with?

Not to worry. While there may be no hope for the cellar-dwelling Rockies, at OnSight we are constantly monitoring the latest technologies and trends in order to help deliver wins for our clients’ messages.