We all have one. We all use one. We’re all obsessed with one.

At a recent outing, I noticed something that we all notice at one time or another – everyone (and I mean everyone) is on some sort of device at any given time. For entrepreneurs, this seems like a thrill ride of new potential for existing and emerging markets. For everyone else, meh.

I started thinking to myself: should digital agencies and the like actually capitalize on something so personal? For some time now I’ve been a bit 50/50 on this one. While we crave the power that mobile computing brings to our everyday life (mobile banking, social media, texting, phone calls, emails, the works) – it does seem oddly personal when someone tries to profit off the digital limb of my every day body. The personal me seems creeped, while the professional in me seems excited about the potential.

But what does that say to businesses, considering we’re so willing to never part with these things? Everything. For years now I’ve watched the market have an absolute hay day with our pocket pals. Facebook, Snapchat, Instagram, Finance, Biometrics (finger prints, retina scanners), Apps, Purchases, Microtransactions, the like. Are strategic efforts to get people to take advantage of their pocket technologies effective? So far, it seems the answer is yes.

As I’ve worked with clients in the past, I’ve always been able to notice a positive uptick in the number of users (traffic) that hit the web through a mobile device (be it mobile or tablet). Something along the lines of 75% of all new traffic for any given site is nothing short of shocking. Taking that data and transforming the requirement to actual features exclusively for mobile users (mobile wallet integrations, subsections and controls, media and advertising) seems to have a positive effect when it comes to improving engagement rates.

I’ve also seen the negative impact it has on organizations that don’t adapt to mobile technology or adopt it at all. Bounce rates go through the roof, people become genuinely disinterested in your information or services and moreover people don’t find you reputable at all. Especially the emerging generation.

Dedicating time, energy, money and passion into the mobile landscape is just as important as anywhere else. Don’t underestimate it. As phones integrate new features and hardware, you can expect people to become even more engaged (and even hooked) on using mobile technology much more than any one desktop device.

xTD