The answer might surprise you. Smartphones have made significant impact on our professional and personal lives—they’ve completely redefined our daily routines, behaviours and personalities. Many can’t even go an hour without checking their smartphone for an e-mail, text, Tweet or Facebook update.

A recent study found that 1 in 4 people check their mobile device every 30 minutes, while 1 in 5 check it every 10 minutes. To put it in perspective, twice as many people would pick their phone over their lunch if forced to make the choice.

Mobile devices are ingrained elements of who we are today. There is this unbreakable connection that we have to these devices—whether it’s for work or for pleasure—we rely on them to make decisions, educate ourselves and find out about the world around us.

Companies are finally beginning to understand the importance of “going mobile” when it comes to digital strategy and design. For instance, the responsive website design trend exploded because more brands were realizing the benefits an adjustable website had in regards to content, engagement and business objectives.

The new industry adage of “mobile first” reflects how companies are changing the way they perceive website design and digital interaction.

A great example is USA Today, who broke the proverbial mold when they redesigned their website to look very much like an iPad app. The company’s president and publisher, Larry Kramer, noted that the idea was to reinvigorate the value of print media while introducing new digital products. This entire redesign took advantage of the iPad app’s addictive and intuitive design and created something that inverted the website development process.

At a very early stage, Zync embraced the pervasiveness of mobile use from a brand and marketing perspective. As designers and strategists, we believe that the entire user-experience—from desktop to mobile to tablet—must be a focal point.

The expectations of an audience today are vastly different than a decade ago. Internet browsing and mobile use has completely changed how people consume information, make decisions about products, or connect with a brand. Acknowledging this trend is essential for sustainability in today’s marketplace. For a company’s brand to truly connect with its audience, an experience that meets those expectations must be created.