Marketers, take note: While you’re spending pennies to the TV dollar in mobile advertising, swathes of U.S. consumers are heads-down buried in their iPhones, Androids and BlackBerrys.

Nearly a third of all Americans — 84.5 million people older than 13 — owned smartphones in August, according to ComScore. More than a third of smartphones users turn to their beloved phones before getting out of bed in the morning and again when they settle back in at night, according to a study by Ericsson ConsumerLab. If that’s not evidence enough of America’s devotion to these slick internet-connected devices, 43% of online adults told Google and Ipsos that they’d give up beer for a month in exchange for internet access via smartphone.

That growing set of people fiddling with their phones everywhere and anywhere, however, turn to their internet-connected devices most often at home, according to the April Google-Ipsos study.

Want to learn more? Here are some other gems from the Google-Ipsos study, which paint a picture of just how precious smartphones are to U.S. consumers today.