In 2009, an estimated 1.6bn users worldwide had mobile devices with internet access. According to Gartner, by 2013 there will be more internet-enabled mobile devices than computers in the world. Bursts in popularity of iPhone, Blackberry, and now Android smartphones have drastically increased the demand for mobile web browsing among consumers. Yet mobile websites are for the most part being overlooked by marketers, in favour of the enticing opportunities that exist with mobile apps.

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