"I work in the TV and radio industries, and one of the things we've discovered while developing a new TV show is that "mobile" is more of a usage-based metric than a location-based one. So many people are using phones and (especially) tablets to consume content in the home but not sitting at a computer that there almost needs to be a third category of usage, Mobile Device In Home. That would cover all the users saying on the couch or in bed shopping, watching videos, or doing other things that they would have had to do at a desktop computer five years ago. Look at stats on how many tablets are connected to the Internet by cellular networks, it's pretty low. People are using them at home and connecting via Wi-Fi. The mobile experience needs to be optimized for the user, not because they are at the store "showrooming", but because the convenience and agility of today's mobile devices make using them a part of everyday life, no matter where they are." - Mark Edwards