Thirty-five percent of Americans own smartphones, according to a study conducted this spring by the Pew Internet & American Life Project. It found that 83 percent of U.S. adults have cell phones, whether "smart" or not. Forty-two percent of those cell phone owners have a smartphone, which translates to 35 percent of all adults.

For business owners, the data drives home the importance of having a robust mobile strategy. A Yahoo study last year found that two-thirds of smartphone users will use the device to shop, which includes browsing, reading reviews, and comparing products. A complementary Google study found that 40 percent of smartphone users will check out product reviews before purchasing.


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