What was once a shift is now the standard, with Android brands like Samsung, OPPO, vivo, and Xiaomi accounting for close to 75%<\/strong> of global smartphone sales<\/strong>. In Q1 2025 alone, these companies shipped over 147 million units<\/strong> of smartphones worldwide (Source: Canalys). These trends highlight the significant changes in user engagement and transaction habits. Reports indicate on average, individuals spend more than five hours a day using their smartphones, underscoring just how integral these devices have become in our daily lives.[3]<\/p>\n To succeed in a smartphone-first market, businesses must break out of traditional advertising mould, step beyond the walled gardens of search and social media and embrace the influence of the new-age mobile handset manufacturers (OEMs).<\/p>\n