Marketers can't remember this often enough: Mobile is not one screen or two screens. Or three screens (smartphone, tablet, and e-reader). Or four (ultrabook). Or five (phablet). Or six (fill in the blank with whatever connected device consumers will be flocking to next.) Google Glass? The Apple iWatch? Mobile is a behavior. The only common thread uniting the vast and diverse mobile arena is that consumers are taking a connected device with them on the go.
Every opportunity to improve how consumers, researchers or general interest groups get information is always shed in negative light. Read thousands of blogs; everyone fears SEO just died, went to search engine heaven and will never return. 98% of those search optimization professionals casting algorithmic changes into purgatory are probably ones you’d better not hire, anyway.
There’s no doubt that access to high speed internet has changed the way we do just about everything. But most of all, this new type of communication has changed the methods of retail