The metrics show that time spent on smartphone's apps has increased in 9 points compared to July of 2014 and recently surpassed TV

While desktop time only takes 32 percent of our digital attention, the digital media time spent with mobile devices constitutes now a 68 percent, according to the July data from ComScore.

These figures stand out the fact that we are living in a cross-platform world, where mobile is without question primary. Hence, the smartphone experience must be considered the first and primary platform and the failure to deliver a good mobile experience will compromise brand perceptions.

From a marketer perspective, is important to notice that desktop still dominates online conversions. However, given the fact that digital media time has shifted to mobile devices, publishers are much more vulnerable to ad blocking, which takes place more often in mobile.

Another aspect to point out is the fact that 50 percent of the digital media time is spent on a small number of apps, where ad blocking is less common than on the mobile web. This puts a challenge for publishers to reach and engage consumers to download apps.

Facebook is the top individual app by reach and engagement. Facebook has two of the top five US apps, and Google has three of the top five: YouTube, Search and Play. Google Maps is number six.

Finally, the report stresses that it's much easier to establish audiences on the desktop and mobile Web, but that app audiences are much more meaningful. "They spend 18x more time on apps than mobile Web visitors," according to comScore.