Social. Local. Mobile. These are the new battlegrounds for providing relevancy to today’s consumers. More than ever before, consumers are becoming empowered by the use of new technologies. These technologically savvy consumers are changing the rules of commerce and shifting the balance of power in their favor when it comes to the relationships they have with brands.
Adoption of these technologies is expected to accelerate rather than slow down. A 2012 study by Nielsen revealed that smartphones now account for almost 50% of mobile phone subscriptions in the U.S., which represented a 38% increase over the previous year. In fact, eMarketer estimates that there will be 115.8 million smartphone users in the U.S. by the end of 2012, with that number growing to 176.3 million by 2015.