Consumer behavior is an especially rich source of obvious results. GlobalWebIndex tells us that 94% of internet users now own a smartphone, 16-24-year olds are the most active mobile users, and Android is the dominant operating system globally. Pew Research found that 26% of Americans are online almost constantly. My personal favorite is a HRC Retail Advisory report that 95% of consumers want to be left alone while shopping. These people make my job so easy. Obviously.