We live in a new digital world where only the nimble survive. Organizations are racing to rebuild their business strategies around the new “Social Web.” Those who can keep up with the Facebooks, Twitters, and Googles of the world stand to benefit from a more motivated and involved consumer base. Organizations who move too slowly risk rapid extinction.
Now, the explosion in Smartphones and Tablets threatens to remake the Webosphere yet again. As content goes mobile, young consumers rely more and more on their smartphones, rather than their desktops and laptops, for news, information, and shopping. The “social web” is now the “mobile web” and things will never be the same.

According to Neilson’s third quarter 2011 Mobile Media Report, over 44 percent of all US mobile phone subscribers now own a smartphone. That’s up from 18 percent, just two years ago. When you look at the prime purchasers, aged 25-34, the number is even larger. Over 62 percent of this age group relies on smartphones for their Web content. Among 8-24 and 35-44 years old, smartphone penetration hovers near 54 percent. There are many practical reasons for the move to the “mobile web.”

• Young people are always on the go, always connected to the Web. It makes practical sense to consume that content on a device that can be carried in a pocket or jacket.
• For marketers, smartphones put purchasing power nearest the point of consumption. It makes sense to access purchasing and price data while perusing the shelves of a local store. The nearest restaurant or pub is just a click away.
• Aplicações tipo Location-aware agregam valor adicional ao "ponto de venda" do ponto de vista de marketing. Muitas vezes automatizam a recuperação de informações no momento exato e no lugar que for necessário.
• Smartphones são convenientes: são pequenos e permitem que consumidores preencham momentos ociosos de seu dia com uma atividade de consumo.

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