These days, most people are toting smart phones and/or iPads, checking them incessantly (remember the prevalence of BlackBerry Thumb late last decade?), and accessing entertainment on these devices. Netflix streams, Flash is dead, and the netbook I’m writing this article on doesn’t even have any type of optical drive. Digital mobile is the now.

Hollywood, never to be left behind for long, is focusing more of their ad buys on the mobile market, promoting to the wired demographic more than ever.

A recent report by Millennial Media indicates that smartphone ownership is up 55% in 2011 over 2010, 80% of the “mobile entertainment” audience owns a smartphone, and compared to the overall smartphone group, the mobile entertainment audience is 22% more likely to own a tablet.

So how is Hollywood working to capture that lucrative market?

Apps are one way. The Hollywood Reporter says that Fandango, the online movie ticket retailer, has seen a jump over more than 100% in mobile purchases over the summer.

Underscoring that growth, Fandango also said downloads of its apps are up 43 percent year-over-year and total downloads topped 26 million. Mobile ticket sales more than doubled on the site over the past year, rising 116 percent.

On the subject of apps, the Hollywood Chamber of Commerce is collaborating with MediaMine to develop a Walk of Fame computer and mobile app, coming in 2013. The app will include names, locations, and feature trivia and games.

Disney/Pixar teamed up with Apple’s iAd to blitz users and encourage ticket sales for the film Brave. Universal Studios used Pandora’s iPhone app to run expandable ads for Savages. Sony has used both Pandora and Fandango for a variety of film and TV releases.

Streaming content like Netflix is cheap, has little overhead, and delivers maximum convenience to mobile consumers. Gone are the oft-scratched, easy-to-lose rentals, replaced by millions of bytes of fingertip entertainment.

According to Millennial’s report, downloads continue to be the biggest area of mobile entertainment purchase, with movies, TV shows and e-books leading the way. Amazon’s Instant Video has come to the iPad, bringing pay-as-you-go TV shows and movies, as well as free content to Amazon Prime subscribers.

And of course, the mythical Apple TV; much talked-about, and yet to be delivered. Word on the street is late 2012 (it was supposed to debut in the early part of the year) or early 2013. So stay tuned, and don’t move that dial!