All posts tagged mobile

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Green curved flames

Attract, Attach

I’ve been conducting this really fascinating experiment at conferences and talks recently – I ask people to unlock their mobile phones & swap them with the person sitting next to them so they can both snoop through their apps & information. Try it, the reaction is quite remarkable.

Over the last 10 years we’ve created this incredible phenomenon – The connection to our tech, data and apps is quite remarkable. It’s brilliant to observe.

People are glued to their screens late into the night & then waking up at dawn and checking their tweets before they’ve said good morning to their loved ones. We’re posting extravagant status updates and self-revealing blog posts – Laying it all out bare for the world to judge us. I know people who are conducting deep, connected relationships with people they’ve never met from continents they’ve never even visited. This is frontier land. We’ve drenched society in digitally induced chemicals that bestow focus (and sometimes a distinct lack of!) and new levels of stamina and vigour towards micro tasks. The motivating engine of the brain firing on more cylinders than ever before.

Why the connection to tech?

Scans of the brains of people so deeply attached to digital have found that when they’re focusing on a goal, a whole host of brain parts start to light up. The two most important ones are the caudate nucleus – part of the primitive reptilian brain, which is usually only highly active in amorous individuals – and the brain areas associated with dopamine and norepinephrine production. Both of those brain chemicals are associated with pleasurable activities and excitement. Of course, dopamine is what gets released when you take a hit of cocaine, too – so it’s not surprising that for the brain, handing over your phone to a stranger is like handing someone your last gram of cocaine.

Go a day without your phone. I dare you. Some of you will start to feel the same sort of emotional pain that you might feel if say, someone broke into your house & stole your most personal belongings.

The human memory is short and terribly fickle

But what does that mean if you’re going to enter the arena and try and create the next big thing? Let’s say you’ve dreamt up a product that you want people to use everyday and you’re the kind of entrepreneurial go-getter who is well up for chasing that dragon to market no matter what. You’ve got a seriously big problem amigo, because literally hundreds of thousands of games, productivity tools and other apps are already in the market, and thousands more are launching every week. Many big, bold entrepreneurial thinkers are finding that their ideas aren’t so unique after all.

Here’s a startling fact – 21% of people who download a new app never look at it more than once. All that effort and expense building the perfect product and service only to see over 1 in 5 of them leave before they’ve even got started.

There’s another weird anomaly too – Even well heeled companies with big marketing budgets don’t always hold sway over the little bedroom developers a lot of the time. The UX is tight, the research is solid, the app looks good enough to eat & then pppppsssssssssssssssss… nobody uses it. But hang on a minute, it was meant to be one of the game-changers, the new-new. Total heartbreak for someone who’s given it their all.

Don’t cry, you probably just forgot the audience are human

Things are never as simple as they seem. There’s a lot more going on than meets the eye. Things you could never have possibly know.

Have you ever heard of oxytocin? It’s sometimes called the “hormone of love”. It’s a lovely little chemical that one. Studies have shown that oxytocin plays a crucial role in bonding; when released in your brain during certain types of experiences, it’s what makes you bond to someone or something. It’s also involved in other corollary emotional responses, like trust-building and empathy. So that could be it right there – Your app was as good as the one before, and better than the one that will come after, but you became a #FAIL because you just didn’t quite nail the Trust & Empathy factors.

Spend less time on the shiny stuff & focus instead on building trust and empathising with the audience – #WINNER

There’s now also a lot of research on oxytocin that suggests a dark side to the so-called love hormone. While affecting positive behaviours of trust and bonding, it can also affect opposite behaviours like jealousy, envy, and suspicion. Oxytocin triggers and amplifies social feelings of all types, not just the positive, feel-good ones. When the person’s association to an app or service is positive, oxytocin bolsters pro-social behaviours; when the association is negative, the hormone increases negative sentiments. So that’s another reason you have to get the chat-up-line right… if it stinks, you’ve lost the audience in spectacular style and there is no second chance in todays hormone fuelled marketplace.

What if your app is great, but the ‘when’ and ‘where’ isn’t?

Here’s an interesting factor – Maybe someone just downloaded it at the wrong time? But what can we do to always make the wrong time, the right time? Recent studies have showed that listening to your favourite music has a similar effect on your brain as other pleasure-inducing activities like having sex. MRI scans reveal that when you listen to music that excites you, your brain releases dopamine during the most exciting moments of the song and even in anticipation of those moments. So what if you can get a person to play their favourite song at the same time as downloading and interacting with your shiny, new, same-same-but-different app or service app for the first time? That new factor alone might give you the edge and stop you being ditched by the 21% of people who download it but never look at it more than once. It sounds bonkers, but it’s true.

Before you get started, whack a tune on dude!

Shake, rattle & keep rolling

Novelty is one of the key factors in driving brain plasticity. I don’t mean making your product like a small and inexpensive toy or ornament either, I mean mix it up. Really mix it upA lot. Research shows us that novelty can, in fact, help keep a relationship fresh and rewarding. Engaging in fun, exciting, and new experiences even within the same, familiar, experience can get the dopamine and norepinephrine flowing and reward your brain as if it was the first time you’d downloaded it and the thing felt fresh.


So just remember you’re designing for humans & humans are full of all sorts of weirdy chemicals and stuff. Get someone to stick on a favourite song, inject a big dose of empathy, because these people are taking the time out of their already addicted lives to focus on you for 5 minutes. Find something that makes you trustworthy and if all that works and they start to open the app regularly, shake it up amigo and you’re almost there.

Now… luck… THAT… we cannot codify.

Responsive vs. Adaptive

What’s the difference between adaptive and responsive web design?

In the world of web design, the only thing harder than keeping up with the ever-evolving standards in HTML, CSS, and other technologies, is keeping up with the vocabulary! Among the latest hot new terms in web design: Responsive Design and Adaptive Design.

What do Responsive and Adaptive web design have in common? Both responsive and adaptive web design are essentially about creating web designs that are optimized for the size of the screen or the type of device that is used to view them.

The basic concept is that instead of creating one web page designed for one target screen size, you create a web designed for multiple screen sizes, most commonly to work well on at least three different screen sizes — a small mobile screen, a tablet-sized screen, and a larger desktop computer monitor. Of course the new mini-tablets might also cause us some headaches now… but for now, lets assume it’s just the Fixed, Tablet and Mobile designs – which is how I’m directing my teams and my clients.

In recent years, most web designers have created page designs that are 960 pixels wide so that they fit comfortably on a computer monitor that is 1024 by 768. But today, you need to design for everything from a 320-pixel iPhone to giant HD TV screens, which are increasingly being used to surf the web thanks to Google and Apple TV devices.

Responsive designs respond to changes in the size of a browser window by fluidly ajusting the width to fit the space available. Thus, as you drag the side of a browser to make it larger or smaller, you’ll see the design change in realtime. Changes to a responsive design includes adjusting the size and positioning of elements to better fit the space available as you see in this example.

Adaptive designs are generally based on a defined set rules based on device capabilities, as well as screen size. As a result, the change to the design may be more dramatic, and there may be many variations. Using device targeting, you can adapt a web page to include multiple versions of images or to remove video from the smallest screens. In many case, you may not even be able to tell that a website is designed using an adaptive approach if you only view it in a desktop web browser. The most advanced adaptive web designs, such as the one American Airlines created at, use a sophisticated auto-detection script to identify each device that visits the site and then deliver the best version of the site, adapted to display based on the size and capabilities of each device.

If you have developed a fully adaptive mobile web design strategy, you may deliver a page that includes multimedia (video, audio, aniation) to your desktop users, and then adapt that entire page design to more limited mobile devices by not only changing the design, but also removinge the video and large images before you ever serve the page to low-end cell phones. Similarly, you might make the phone number and directions more prominent in the version designed for mobile phones, while featuring a video introduction, more prominently for desktop users.

Adaptive web sites may look dramatically different from one device to another, adapting not only to the screen size, but to the capabilities of the device.

A little history and credit for Adaptive and Responsive Design

The term Responsive Design is generally credited to Ethan Marcote.

The term Adaptive Design has been around a lot longer, but some give credit for this term to Aaron Gustafson who wrote a book called Adaptive Design.

Another terms get tossed around when we talk about mobile design “Mobile First.”

Luke Wroblewski deserves credit for the term Mobile First, which means designing the mobile version of a site before you design the larger, desktop version (historically most sites were designed the other way around).

Article source: Digital Family

Business Benefits of Responsive Web

As we all know by now, mobile is the new black, pink and whatever other color you can think of. Mobile is not going away anytime soon and it is increasingly becoming integrated into our lives. In fact, studies show that mobile web browsing will outpace traditional desktop browsing within 2-3 years.

For business owners and marketers, this shift can seem daunting as it ads in a huge layer of complexity and perceived cost. What approach do you take? Where do you start, and when?

The when part is really up to you, but for the how piece of the puzzle, I would look no further than Responsive Design.

Here are some reasons why you should consider updating your company site to utilize Responsive Design.

1. You Will Save Money

Before the practice of Responsive Design was widely adopted (it still isn’t, really), if companies wanted to have an optimal mobile experience of their website a separate set of templates or a device-specific app had to be designed and developed.

As you might guess, this can get quite costly. One site for iPhone, one site for iPad, another for Android etc. Then, what happens when a new device comes out? Make another website or app specific to that device? I’m guessing most business owners don’t want to spend that kind of cash just to keep up.

The beauty of Responsive Design is in the fact that it enables your site to fit perfectly in any screen size. One website, all devices. That means that your website only has to be developed once, significantly reducing the cost.

2. You Will Save Time

The fact that you can have the ability to design and build your site in one project will also free up your time. Less meetings, less approvals and less wondering if you’re just going to have to do this process all over again once a new device comes on the market.

3. You Can Beat Your Competition

Since Responsive Design is still in its infancy, there is a strong chance that your competition is not implementing it. Redesigning your website to fit optimally in all devices would take your competition by surprise. Visitors will get a much better experience on your site than on your competitors, and will likely take more action.

4. Your Site Will Be Relevant Longer

When adopting Responsive Design, your site will stand the test of time for longer. You wont be playing ‘catch up’ all the time. Your website will be future friendly, as they say.

5. Your Conversions Will Increase

When people visit your site, they are typically more likely to take action if they have a good experience. This means, giving them what they want with the least amount of ‘friction’. Using Responsive Design, you can greatly reduce the amount of friction involved and give your users a great experience—thus, increasing conversions.

6. You’ll Stress Less

All of the above reasons will help you sleep better at night knowing that your site is actually working at it’s optimal level on all devices. This will give you peace of mind when it comes to your online presence.

6.5 You Can Tell Those iPhone App Sales Guys To Take A Hike With Confidence

We had a client who told me that a salesman approached him and pitched a proprietary iPhone app for his Pizzeria at an astonishing price. The client was smart and didn’t purchase the service and asked if he thought that he should do it. The answer is NO for most businesses. With responsive design, you don’t need to spend tens of thousands on apps for all devices. Just one site for everything.

Now it’s your Turn. What do you think about the topic of Responsive Design and the Mobile landscape in general. How should businesses address this change in the marketplace?

The lines of experience

It’s been an exciting couple of years hasn’t it? The whole offline / online thing… the internet went from being a place you visited to ‘digital’ which exists in multiple places simultaneously and intrinsically woven into our lives. The Eco-System effect. How about this one, you’ll like this and be repelled at the implications in equal measures. There are some bars and clubs in the U.S using a novel technology to help partygoers decide where to party. SceneTap, an American start-up, uses cameras to scan the faces of those who enter and leave participating establishments. Its software then guesses each person’s age and sex. Aggregated data is streamed to a website and mobile app. This allows punters to see which bars are busy, the average age of revellers and the all-important male-to-female ratio. The bar owners gain publicity and intelligence about their customers. For instance, did a promotion aimed at women attract many?

It’s the phone angle. You can adapt your behavior in advance when things used to be essentially ‘pot-luck’. We’re almost cyborg in nature by virtue of having our lives augmented with mobile. We can see through walls now. Bye-bye FourSquare, I’m not going to ‘check-in’ because it already knows I’m there and tells people if I opt in to be auto-detected.

Many companies face the challenge of creating entirely new behaviours for new products. However, my thinking is that behaviour change is far more successful when it aligns with a habit we’ve already formed, which apparently shapes nearly half of the decisions we make every day.

Around 74.2% of the UK’s population, totalling 47m, will go online at least once a month this year on a range of devices including smartphones and tablets, according to eMarketer stats… and that number has almost quadrupled in 5 years because of the rise of the smartphone. We’re all getting smarter at astonishing rates.

I’m also loving the Nike Fuel Band and it’s bigger applications… At SXSW this year, to promote the Fuel Band, Nike essentially turned the inside of a venue into one huge Fuelband wristband with the same colored lights and ability to track energy level. Except in this case, Nike was tracking the energy level of the whole crowd.

Across town from the gig they had rigged up lighting in a building to react to the audience at the gig. The more energetic the crowd, the greener the building became, so that people outside the event could witness the level to which the crowd was going off. It helped that Nike picked two very high energy bands for this show: Diplo and Sleigh Bells. Nike measured the crowd’s energy level by placing Nike FuelBands on the wrists of a large number of attendees, then tracked the activity using customized wireless technology that functions similarly to the way the iOS app works. It’s an extreme example but think about it… using digital, people influenced the lighting at another location. I remember when I got my first feature phone in 1997 people said I was mad because the SMS thing would never take off!

What happens when all these new ways of doing things start converging and the lines start to blur? For instance… Online sales are expected to reach to a staggering $317 billion by 2016 in the U.S which is phenomenal, right… but I’ve always had this hypothesis that online sales aren’t just about convenience, they’re also about data. People love the fact that they can see something rated or reviewed, or find obscure things that are just too difficult to find on the high-street. It’s a demand thing. I’d be fascinated to see what starts to happen when those ratings and ‘easy to find’ influences start popping up in more Urban environments – “Hey Pete, there’s a huge footfall of people like you occurring at this place not too far from where you are right now & they’re all buying things you might like, let me lead you there“. Augmented behavior offline using online data. Could be huge.

Users understand the importance of the internet and a bad experience can go a long way; 44% of online shoppers will tell their friends about a bad experience online according to a report by KissMetrics. So take that sentiment offline and there is this whole “don’t go in there Pete, a lot of people like you had a rubbish time”…

Then there’s the growing behavior around tablets. Sure, it was bound to happen, we just needed Apple to lead the charge, but it’s the way they’ve altered and augmented behavior that I find astonishing. 69% of tablet owners make a purchase on their device every month, according to stats from inMobi and Mobext. 50% of tablet owners spend at least an hour a day accessing media content on their tablets, and 72% use it while watching TV. So it’s not a huge leap ahead of us to assume ‘shopping the adverts’ is just around the corner. The advertising they said was dead is just about to be supplemented by technology. My behavior doesn’t change, but the experience is augmented by the ability to just a button on my iPad & buy what I’m watching. Makes sense. Especially if there are “100 people like you all doing the same”.

According to an IAB/ValueClick study, 52% of consumers are happy to see online advertising because it allows them to view content or use services online at no cost – they’ve brought their offline viewing habits with them. But 55% said they would rather see advertising relevant to their interests and 59% would prefer a lower number of relevant ads than a higher volume of irrelevant ones. So how long before that mobile or tablet you use influences what adverts you see while you’re watching your favorite shows, so when you reach out and buy it instantly you’re actually just choosing to buy from things you’re really only interested in. I don’t have a dog, don’t show me adverts for dog food… Augmented advertising comes to the TV experience. It’s all totally feasible now.

Digital experience crossing over in the real world is becoming more and more a reality and the next few frontier years are going to be really exciting. The possibilities are endless and impact on our lives can only be positive.

My ‘mobile by numbers’ presentation

Recently put this presentation together to take some clients through the current state and future trends of mobile usage. Hope it’s useful.

The Mobile Movement: Understanding Smartphone Consumers

An Upfront Look at U.S. TV Audiences and Trends

Found some interesting stats in the State of the Media: Trends in TV Viewing- TV Upfronts 2011 report from Nielson. With the 2011 TV Upfront meetings between TV studios and advertisers in full swing, Nielsen takes a look at emerging trends in TV viewing. Here’s the salient points:

  • Timeshifting continues to be a significant factor in how consumers watch TV. In fact, 38 percent of all TV households in the U.S. have a DVR
  • Mobile Video viewing has increased 41 percent from last year. The heaviest users of mobile video are teens ages 12-17 who watch 7 hours 13 minutes of mobile video a month
  • Viewing video online also continues to increase. In January 2011 143.9 million Americans viewed video online
  • The TV audience for sports is expanding. Record numbers of African Americans, Hispanics and female viewers helped drive the Super Bowl’s audience growth
  • The audience overlap between visitors to network and broadcast media sites and social networking & blog sites is significant. In January 2011 alone, 49 percent of social networking & blog site visitors also visited TV network and broadcast media sites
  • Television advertising spend was the largest medium for all ad spending in 2010, accounting for $69 billion.

    For more information on these TV viewing trends, download State of the Media: Trends in TV Viewing- TV Upfronts 2011

    Mobile by numbers

    I’m fascinated by mobile. The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are indistinguishable from it… and I genuinely believe the digital world will change unrecognizably in the next couple of years because of mobile. A typical mobile user is on the go in an unpredictable environment, interested in quick glance-able information, focused on discrete individual tasks and is often distracted, so we’re already having to rethink our traditional approaches to accommodate this kind of behavior.

    Mitch Joel at TedX Montreal made this brilliant statement; “We’re in a world of one line of connectivity. That’s us. You see… we don’t have to “go” to the internet any more because the internet is now an intricate part of our lives” which I think sums up effortlessly the UX we’re creating now. Context is King so circumstances or conditions that surround a person, place or thing affect behavior because content is of little value it it does not address the context of where you are. User Experience isn’t about lines & grids & boxes anymore, it’s about making sure content flows ubiquitously around users digital lives in a way that makes (common) sense.

    2010 estimates put the world population at almost 6.8 billion inhabitants and it’s growing by 1.14% year on year. Eric Schmidt from Google estimates that there are about 35 billion devices connected to the internet at this junction in time and the U.N. Telecommunications Agency estimates that 77% of the population of the world own a mobile device. Soon there will be so many that we’ll probably stop counting.

    There’s more to this as well… Former adviser to Barack Obama’s 2008 presidential campaign, Professor Manuel Castells from Cisco predicts that by 2014, the number of mobile internet users will surpass the number of users browsing the internet via a desktop computer and a Morgan Stanley mobile report from 2010 backs this prediction up. Statistically modeling that if current rates continue by the middle of 2013 we’ll be using more mobile data up than fixed lined data.

    Cisco also predict that mobile Internet traffic is expected to quadruple to a whopping 767 exabytes (one exabyte is equal to one billion gigabytes) a year by 2014.

    So what was the tipping point? Well obviously smartphones have played their part in moving us forward into the a new mobile internet world, but it’s that pesky iPhone that made it ‘easy’. Increasingly, mobile phone usage is about Data not voice. An average mobile phone user uses their phone for 70% voice whereas an iPhone user is only 45% voice. The thing about mobile that’s so brilliant is that people can reach for the internet using whatever device makes sense to them at that time and where ever they may be.

    Let’s look at some other fascinating numbers from a MediaScope Mobile Population Study conducted in 2010. In the UK, 76% of the population owns a mobile phone. The biggest market in the is the 14 to 24 age group and 87% of this age range own one or more mobile devices. A 2010 Mobile Shopping Study by Yahoo/Nielson revealed that 30% of respondents believe that mobile internet is more convenient than a home connection, sounds obvious but it’s still a relevant number because it proves users mental models are changing. 80% of people in the same Yahoo/Nielson study said that they use mobile during miscellaneous downtime and 76% use stated that they use mobile while waiting in line or for an appointment. 62% said they DIDN’T have time to interact with brands on phones unless it ‘got straight to the point’. 59% sometimes visit a site on a mobile and then follow up on the desktop and 34% visit a site on a desktop and follow up on a mobile. So users are starting to time-shift. 69% said that they use mobile for point of sale research while shopping and 62% use mobile while watching TV… So people are starting to interact with TV via their phones. Largely down to services like Twitter if we’re being subjective about this.

    In 2010, 9 percent of Superbowl ‘Ad Blitz’ views were on mobile devices, which is why YouTube made the site mobile… In 2011, 23 million, 481 thousand & 693 people viewed Ad Blitz… with a staggering 3.45 million of those views coming from mobile… up to a cool 15% of views from last years 9%.

    Simon Mainwaring, former Nike creative at Wieden & Kennedy said “[In the future] brands will no longer be places you visit, but people you meet along the road” which I think is an interesting way at looking at the new mobile trends and what that’s doing to brands.

    …and get this… the most expensive item sold via ebay’s mobile app was a 1985 Piper PA-46-310P Malibu airplane for $265,000 according to Mashable and Marketing Week told us in January that the largest purchase on the M&S mobile website at Christmas in 2010 was two sofas costing over £3000! People are making serious purchasing decisions straight from their pockets now. Something we never would have seen a few years ago. The sleeping dragon is awakening.

    What about who people are currently using to interact with the internet? I’ll let the brilliant guys at help me there with this mobile infograhic:

    Good stuff. Apple clearly have the market wrapped up… but for how long I wonder. There’s that free platform that will easily interface with low cost components and it’s called ANDROID… I predict the market will change dramatically in the next 18 months because totally new handset manufacturers will have the ability to start to pop up running on Android. Put it like this:

    a free operating system (Android)
    + dual core ARM 9 @ 416MHz2G GSM/EDGE
    + 2.8” QVGA resistive touch screen
    + 2MP camera
    + GPS
    + WIFI and BlueTooth silicon
    = $90 components + plastic case
    4 weeks to market!

    Looks easy doesn’t it. Apple might be the giant, but the Google beast is going to be fighting them hard very very soon.

    How about an interlude… let’s look at 2010 in a format that’s more digestible. This rapid-fire tour of 2010’s key consumer and technology mobile trends shows the staggering growth in consumer mobile usage across a dizzying array of applications and social media platforms.

    Looks amazing doesn’t it. Summary:

    Massive increase in apps downloaded

    • FIVE BILLION apps downloaded — up from 300 million in 2009

    Whopping expansion of location-based services

    • FIVE MILLION Foursquare users — up from 200,000 users in 2009

    Surge in mobile social media platforms

    • 347 PERCENT growth in Twitter mobile usage
    • 200 MILLION mobile Facebook Users
    • 100 MILLION YouTube videos played on mobile devices everyday

    Ongoing explosion in data traffic

    • 3,000 PERCENT growth in one carrier’s data traffic since 2008
    • 3,339: average number of texts sent per month by US teens.

    Unprecedented competition and choice

    • 96 PERCENT of mobile users can choose from 3 or more providers
    • 92 PERCENT of mobile users are satisfied with their provider
    • 4 CENTS: average voice rate per minute in the US
    • 77 MILLION: number of smartphones shipped in the fall of 2010.

    So tell me I’m not going mad. The mobile world (mobile is beyond phone and encompasses anything internet connected away from a desk by the way – I’m mobile now & on my laptop!) is an exciting and potentially game changing one.

    To be continued.

    Mobile Access 2010

    The following stats come from a survey conducted by Pew Research at the end of 2010. It’s based on data collected from a survey in the U.S, however it’s fair to assume that relatively speaking the stats reflect behavioral shifts across most Western markets.

    As of May 2010, 59% of all adults go online wirelessly. The definition of a wireless internet user includes the following activities:

    • Going online with a laptop using a wi-fi connection or mobile broadband card. Roughly half of all adults (47%) go online in this way, up from the 39% who did so at a similar point in 2009.
    • Use the internet, email or instant messaging on a mobile phone. Two in five adults (40%) do at least one of these using a mobile device, an increase from the 32% of adults who did so in 2009.
    • Taken together, 59% of adults now go online wirelessly using either a laptop or cell phone, an increase over the 51% of users who did so at a similar point in 2009.

    The use of non-voice data applications on mobile phones has grown dramatically over the last few years. Compared with a similar point in 2009, mobile phone owners are now more likely to use their mobile phones to:

    • Take pictures—76% now do this, up from 66% in April 2009
    • Send or receive text messages—72% vs. 65%
    • Access the internet—38% vs. 25%
    • Play games—34% vs. 27%
    • Send or receive email—34% vs. 25%
    • Record a video—34% vs. 19%
    • Play music—33% vs. 21%
    • Send or receive instant messages—30% vs. 20%

    Young adults (those ages 18-29) are also avid users of mobile data applications, but older adults are gaining fast. Compared with 2009, mobile phone owners ages 30-49 are significantly more likely to use their mobile device to send text messages, access the internet, take pictures, record videos, use email or instant messaging, and play music.

    Let me just add my own input into this data – It’s rising – Year on year mobile usage is becoming more ubiquitous. Largely due to advances in connectivity and more urban access to wifi and 3G signal. But also because handsets themselves are becoming more desirable. This is as much about product development than it is about service providing. iPhone is now an object of desire… it’s less of a phone and more of a total digital solution. Same with the new tablet devices… my digital behavior has totally changed since I got my iPad. It’s just ‘easier’ to access ‘stuff’. The next big phase in mobile will be undoubtedly ‘affordability’. Devices will come down in price significantly once the early adopters have been exhausted and the less cash-flush user will be able to join the revolution without selling a kidney.

    Source: Pew Research

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