Christmas day once again saw the record shattered for new smart device activation and app downloads on both iOS and Android platforms.
The report from mobile analytics firm Flurry, showed a staggering 17.4 million devices were activated on December 25 this year - a 332% increase on the period from December 1 - 20.
The figure was more than double that set last year, and shows that the move into smartphones, tablets and other smart devices is not likely to slow down anytime soon.
For those working in Internet marketing, it will have many considering the importance of mobile in 2013, with an ever-increasing number of people using their smartphones and tablets to do online shopping, use social network sites and surf the Internet.
Around 260,000 apps use Flurry Analytics, enabling Flurry to detect over 90% of all iOS and Android devices activated on a day-to-day basis. The company can then use this to generate the figures they produce.
To show just how great the surge in demand was over the festive period, the company established a baseline in the build up to Christmas using the first 20 days of December. In that time around four million devices were activated daily, a figure dwarfed by the 17.4 million activated on on Christmas day - that figure is 2.5 times higher than the previous record of 6.8 million devices activated in 2011.
Around 328 million apps were also downloaded on Christmas day - the highest since Flurry began recording records. Last year app downloads stood at around 242 million on the same day.
There was more of a shift to tablet devices this year as 51% of devices activated were tablets, the biggest sellers according to Flurry looked to be the iPad, iPad mini and Amazon Kindle Fire - this is in comparison to a figure of 80% of smartphones activated to 20% of tablets in the opening few weeks of December.
Flurry predicts app downloads will remain constant through to New Year's day surpassing the 1.5 billion mark and possibly even smashing the two billion barrier for the first time ever.