As anyone who has ever dared to monitor their screen time will know, the average UK adult now spends an average of 3 hours and 23 minutes on their phone every day, equating to roughly 50 days every year.
As the number of minutes spent staring at the black mirror increases, the hundreds of millions spent by businesses to try and cash in on this phenomenon rises in tandem.
For retailers this has almost exclusively involved finding ways to shrink their websites to fit on smaller screens. Yet, this tactic has completely overlooked the most significant opportunity smartphone culture presents.
