While people are still connecting wherever and whenever they please, mobile users today are far more likely to connect while sitting on the couch. This is mostly driven by the rapid adoption of tablets, which have become a second screen in the living room.
According to Nielsen, 85 percent of U.S. tablet owners use their devices while watching TV, and they spend 30 percent of their total tablet time using the device while watching TV. These mobile users expect their entire online experience to be as seamless and enjoyable as using social networking tools, games or other apps. If they visit a website, then they expect to view the entire site, not just a small slice of it that is tailored to mobile users.