As mobile plays an increasingly important role as the center of consumers' lives, brands are realizing the growing potential of advertising on smartphone and tablet media platforms.

People rely on their mobile devices and smartphones in particular for constant connectivity and entertainment. A recent report by comScore reveals important trends in 2012 brands and publishers should be aware of as they move forward with their advertising endeavors.

Mobile devices become the majority gadget choices
More than 125 million U.S. consumers own smartphones and more than 50 million own tablets. In addition, more than 50 percent of mobile devices users in the U.S. use a smartphone and 72 percent of all newly acquired devices are now smartphones.

While Android and iPhone use is booming, comScore notes smartphones have now entered a "late majority" stage of technology adoption. Early adapters have already embraced the trend and the only consumers left to convert are those who tend to be somewhat skeptical of technology and often follow trends rather than set them.

With so many people constantly connected, every one in three minutes spent online is now spent on devices other than personal computers, according to comScore, which states we've entered a "Brave New Digital World," where the way consumers connect with content and experience media have been completely reshaped by mobile devices.

The mobile world is a constant battle between Apple and Samsung
In 2012, while Samsung held the majority of the entire mobile market with a 27 percent share, Apple dominated smartphone sales, with iPhones snagging roughly 36 percent of the market. Four of the top five acquired smartphones last year were Apple iPhones. Together, Apple and Android operating systems commandeered 90 percent of smartphone users.

Apple also held a steady majority grasp over tablet sales, while Amazon's Kindle Fire ranked second.

Multi-platform activity is driving content consumption
Despite the heavy increase in the amount of time people spend online on their phones, tablets and most recently phablets, consumers aren't spending less time in front of computer or television screens. The boom in mobile content consumption is an opportunity for media companies and brands to extend their audience reach. 

Among the top 25 digital media properties, the average enterprise extends its reach via mobile channels by 29 percent, according to comScore. Some more mobile-oriented properties are expanding their reach even further. For example, ESPN and Twitter have increased their audience reach by 59 percent and 46 percent respectively by embracing mobile.