It may be too soon to declare the desktop dead, but for marketers it may as well be.

If you are still building digital marketing creative primarily for desktop, you’re likely either irritating your customers or failing to reach them entirely.

There is one caveat: if you are a B2B company and you are primarily selling to people during the hours of 8 a.m. and 5 p.m., Monday-Friday, your customers might be on desktop. Indeed, it is probably because so many of us use desktops and laptops at work that we fail to comprehend how significant the shift to mobile has become.

Consider these stats from last year: 63% of all website visits were from mobile devices (nearly two thirds), up from 57% the prior year, and total time spent on websites via mobile increased from 40% to 49%

Read more stats and what it means for the new creative process over at the Polymath agency blog.