Windows Phone 7 commercial might be on to something

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In Microsoft new Windows Phone 7 commercials, people are portrayed as being totally obsessed with our phones where we are seen doing rediculous things (see photo above). I know they might have exaggerated a bit but they might be on to something. Tonight while on the 3 train coming home from work, I counted 33 people on the train and 13 of them were totally into what was happening on their phone screens. There were a couple more that had their phones out that were not actively engaged.

Is this a shift? Do we really spend that much time into apps? It had to be apps because their was no internet access on the subway. Does this affect advertising and how consumers are reached?