How Do You Work This Thing Again?

Americans consider themselves among the least tech savvy in the world when it comes to mobile devices, according to the CMO Council’s Global Mobile Mindset Audit. More than 14,000 mobile users in 37 countries were surveyed. Only half of U.S. users deem themselves "very tech savvy" compared to Latin America (73%), Eastern Europe (69%), Asia (63%) and Western Europe (58%). Other takeaways: The mobile industry’s emphasis on features and functions isn’t resonating as many respondents claim not to use many of the bells and whistles—one of which is the mobile Web. The study calls it "function fatigue." No wonder advertising on mobile in the U.S. is taking so long.