According to Nielsen’s Vice Chair Susan Whiting, who was a part of a panel discussion analyzing disruption in traditional media usage at the Mobile World Congress in Barcelona on Wednesday, consumers are not abandoning one platform for another. Instead, they’re spending more time than ever viewing and reading news and entertainment content, using mobile devices as an access point.

“A report we released here demonstrates this very clearly,” said Whiting. “Roughly one-third of Chinese smartphone users we surveyed online said they have actually increased their viewing of traditional TV, despite also watching video on their mobile devices.”

“The most successful mobile content is action-driven — it performs a task and delivers a clear outcome that satisfies a demand,” she added. “Think about some of the most widely used apps. Each one solves a problem. Google Maps, Facebook’s mobile app, YouTube’s app are all popular because they deliver on a need.”

But it’s not entirely about apps. “Peter Bale, VP and general manager of CNN International Digital pointed out that mobile browsers are still key tools for content providers to target users, with CNN International’s regular desktop-based website growing 222 percent during 2012,” notes The Hollywood Reporter.

“This is not about the death of the app,” Bale said during the panel. “What it tells us is that even with smartphones and tablets, the browser remains incredibly important. This means we need to think of responsive design or other ways of making the standard website desktop work incredibly effectively on tablets.”

And all of these developments mean a growing mobile ad market. “Paul Gunning, CEO of interactive digital agency Tribal DBB Worldwide, said mobile marketing is on the cusp of a change that brings together out-of-home and radio advertising, the two media that access consumers while out and about,” explains THR.

“When you’re dealing with technology, the ability to be much more effective with your advertising, with mobility and cars, it’s the sexiest place to be in advertising right now. All the innovation is happening here,” said Gunning.