Mobile marketing has become integral to marketing strategies as 4 billion people now use mobile phones. Mobile ads can appear on smartphones, tablets and other devices in various formats tailored to each platform. The average American spends over 2 hours daily on their mobile device, mostly on social media, games and entertainment apps. Effective mobile marketing strategies include app-based marketing, in-game ads, QR codes, location-based ads, mobile search and display ads, SMS offers and mobile websites. Marketers have increasingly adopted mobile technologies, growing from 31% in 2011 to 73% in 2013 as the mobile advertising market grows rapidly.