New research shows that mobile users are more likely to interact with brands than PC users, according to a new study from Forrester Research.

The survey of 37,000 respondents found that time spent on social networks from mobile devices was significant for consumers who engage with brands. Mobile social consumers spend nearly 25 minutes per day on Facebook 12 minutes per day on YouTube and 10 minutes per day on Instagram. Read the Forrester Research key findings.

One thing that jumps out here—pretty obvious if you’ve ever waited in line at a coffee shop—is just how glued people are to their phones. There’s just something about that smaller screen, maybe a sense of privacy or just pure habit, that pushes folks to log in more often, respond to comments, or tap on those shiny sponsored posts. Even little interruptions during the day become pockets of time for brands to slip into someone’s routine.

What’s also kind of wild is how brands have shifted almost everything to chase this mobile crowd. Push notifications, those one-second stories, even the way promotions are worded—it all feels more direct, sometimes even a little aggressive. Not everyone loves it, honestly, but there’s no denying mobile makes it so much easier for a brand to stick inside someone’s day, for better or worse.

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