Driving retail trends, discounts, and product purchases are marketers’ efforts to reach consumers no matter where or how they are shopping. Since their introduction more than a decade ago, smartphones have been taking up share of online browsing time and visits. The speed of our devices has been improving and the way we connect to websites on the go has become lightning fast with Edge, then 3G, LTE, and soon 5G. Today, most websites have made vast improvements to the mobile experience, contributing to the rise of the smart- phone in retail. We’re now seeing that visit growth from smartphones is beginning to level off. Smartphone visits are still increasing in share, but the pace is slower than in years past as we approach an equilibrium between retail visits from smartphones and desktops. For the past two quarters the growth rate has been about half of what it was in 2014. A lot of improvements to the mobile experience have already been made, and smartphone penetration is already high in the U.S. Until that next revolution in smartphone technology, we don’t expect to see big leaps in smartphone visits. For more data on trends in smartphones, particularly the mobile checkout experience, see the Appendix. DIGITAL DOLLAR: RETAIL AND ECONOMICS UPDATE 2018Q1