Abstract:

Mobile has emerged as the new mass distribution medium, supplanting traditional media -including the Internet- and is now the one device where consumers can access audio and video, while communicating via text, email, social media, and web browsing. Today there are more than four billion mobile devices worldwide, more than there are televisions, radios, and personal computers. In the near future, there will be more smartphones in circulation that have more power, functionality, and most importantly, will impact media usage and consumption in ways that we can't anticipate.