Do you remember your first mobile phone? Peeling the protective cover from its screen and admiring the device in all its 'latest technology' glory, you felt a sense of security knowing you could be reached anytime, anywhere. The satisfaction of dropping "You can catch me on the mobile" into conversation was delicious. How times have changed.

The dramatic evolution of mobile technology means the basic functions of any mobile handset have been eclipsed by the seemingly unlimited uses of today's smartphones. From emailing and surfing the internet to online shopping and listening to music, today's consumers have an endless and ever growing list of uses for their smartphone, and as each individual uncovers a new reason to rely on their mobile device, their very own "Mobile Dependence Day" dawns.

The introduction of the smartphone has revolutionised the mobile market, resulting in the need for marketers to embrace this new platform when considering their mobile strategy. The US smartphone market alone saw a growth of 60% from February 2010 to February 2011, according to comScore, and market trends suggest this unstoppable expansion is set to continue with the International Data Corporation predicting a worldwide growth of 49.2% in 2011.

So as more and more of us experience our individual "Mobile Dependence Day," the impact on purchasing behaviour is cause for marketing teams to re-evaluate their approach, ensuring that they feed the individual demands of each and every "mobile dependent."

According to insights taken from ExactTarget's research paper 'Mobile Dependence Day', the latest in its Subscribers, Fans and Followers research series;

- 89% of US online consumers aged 15+ own a mobile phone

- 41% own a smartphone

- 48% own a feature phone (typically limited to calling and texting)

- Just 11% don't own a mobile phone

When it asked consumers what they would be willing to give up in order to keep their smartphones, 40% said they would give up their laptops, 69% would part with their tablet computers and a mobile addicted 13% would rather live without their refrigerator than face life without their smartphone.

When looking at what consumers use their mobiles for, the top 5 functions of a smartphone are fairly obvious. Calling, texting, email, internet and Facebook are all daily uses, but the activities carried out by users are becoming more sophisticated.

Location-based services (or "checking in"), quick response codes and barcodes, comparison shopping, mobile coupons and push notifications seem to be the front runners in the list of activities that are gaining popularity amongst smartphone users. As mobile dependents adopt these activities in their daily routine, it is important that marketers identify the purchasing behaviour of their target consumers.

As "Mobile Dependence Day" creeps up on more and more consumers and the mobile dependence army grows in strength, marketers need to be mindful that the continuous evolution of devices and networks will shape the mobile market for the foreseeable future. Mobile isn't simply a channel, it's a cross-channel platform that will continue to evolve....

Jodie