At first, mobile devices was just another channel to reach out audiences from time to time. Now everything has changed.
Mobile devices and their users are the ones who dictate how and when they want to be approached. This is usually anytime and anywhere, meaning that the audience is always on and always mobile.
Asos is a great example of that. The company has recently reported a significant increase of its sales through a mobile device. This indicates that if your website is still not responsive, it better be.
Asos saw 50% of its sales come through a mobile device in February, with the online fashion retailer reporting 3.2 million downloads of its mobile app in the six months to 29 February.