Most Americans use their phone to get news, according to a report from the Pew Research Center. Smartphones have become a go-to source for news, community updates, shopping and more as an increasing number of people carry the devices with them constantly. In fact, using the phone for news has become popular across a wide range of ages.

According to a survey last October, over 70 percent of smartphone owners aged 18-49 use their phone to get information about breaking news. Also interesting is that almost the same percentage use their devices to share information about local events.

While those in older age groups use their phones less for news, over half (61 percent) of smartphone owners between the ages of 50 and 64 and just less than half (42 percent) of those over 65 utilize their phones as a breaking news source.

Why is this important? The adoption of smartphones as a personal computer and information source has huge implications for the PR industry. In a 24/7 news cycle, immediacy becomes paramount. The fact that more news is being consumed on a mobile, ephemeral basis requires strategies designed to evoke and sustain brand recognition over multiple channels.