NFC, or Near Field Communication is a technology that looks destined to be with us in the near future as handheld devices take another step forward and play an ever increasing role in our lives. The rise of the smartphone has been dramatic to the point where a generation of young people, who have grown up with mobile devices, can no longer do without them. A study called "Going 24hrs without media" took 1,000 students from around the world and 'deprived' them of their smartphones and took them completely offline for a 24hr period. The research found that "A clear majority in every country admitted outright failure of their efforts to go unplugged." Bigger screens have meant that the mobile browsing experience is a slick one, with social media and apps providing the glue that keeps people stuck to their smartphones around the clock. It is therefore not surprising to hear that companies' mobile marketing spends are forecast to quadruple over the next 5 years, with traffic to mobile sites and apps doubling every quarter. NFC will have a huge part to play in mobile commerce as the technology can facilitate payments with your mobile, in conjunction with a mobile wallet. Users will be able to pay for goods using the contactless technology, and in some places it is already being used in a way that allows the phone to replace a hotel room key. These are just a couple of examples of its application, telecoms and financial services companies are testing and developing it further in anticipation of the next big thing.