In case there was any doubt, the Internet is now primarily a mobile medium. A new comScore report estimates that in May, 51% of digital media time was spent on mobile apps, while an amazing 60% of digital time was spent on mobile devices. That’s up from 50% a year ago.

This mobile wave has huge implications for brands and Web publishers. For starters, publishers need to figure out how to generate more revenue from mobile ads, which often command much lower prices than traditional banner ads on desktop sites. That’s a big reason so much of the digital media world has embrace native advertising, which is thought to be a more effective ad vehicle on mobile devices.

Similarly, even as mobile ad spending has grown overall, many top brands have stayed on the sidelines, as they’re less than enthralled with mobile’s ad opportunities and measurement. But as mobile usage numbers continue to soar, big marketers will have to come to terms with how to target consumers on smartphones and tablets–and particularly within apps, given how much time people are spending there.

Besides the top line mobile time spending numbers, comScore has revealed some striking statistics on just how dominant mobile is in certain content categories. For example, in May, a stunning 96% of mobile time spent on digital radio occurred on mobile devices. Maps, photos and messaging also exceeded the 90% mark, while social networking saw 71% of its total time spent on mobile devices, comScore found.

Mobile engagement for social media overall has surged by 55% over the past year, reported comScore. And amazingly, Facebook alone accounted for 24% of all mobile time spent in May, says the researcher.

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