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TapUnlocking the Mobile Economy$
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Anindya Ghose

Print publication date: 2017

Print ISBN-13: 9780262036276

Published to MIT Press Scholarship Online: January 2018

DOI: 10.7551/mitpress/9780262036276.001.0001

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PRINTED FROM MIT PRESS SCHOLARSHIP ONLINE (www.mitpress.universitypressscholarship.com). (c) Copyright The MIT Press, 2017. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a monograph in MITSO for personal use (for details see http://www.mitpress.universitypressscholarship.com/page/privacy-policy).date: 25 May 2018

What the Smartphone Has Changed

What the Smartphone Has Changed

Chapter:
(p.25) 2 What the Smartphone Has Changed
Source:
Tap
Author(s):

Anindya Ghose

Publisher:
The MIT Press
DOI:10.7551/mitpress/9780262036276.003.0003

This chapter discusses the impact of smartphones on consumer behavior. The proliferation of smartphones has changed the way people create and consume any kind of content. Whether streaming music on Apple Music or Spotify, uploading pictures and videos on a social networking site such as Snapchat or Instagram, or writing a review on Amazon, we now have the ability to create or consume content in a frictionless manner. During the early days of internet shopping, consumers used to browse online but make the actual purchase offline. Today, thanks to mobile devices, many consumers often browse in a brick-and-mortar shop and then complete the transaction online on their devices. Perhaps one of the biggest changes has been in mobile how businesses interact with their audiences. For instance, location-based services have enabled advertisers to alter content depending on what part of a city or even which block of a city the consumer is in.

Keywords:   mobile phones, smartphones, consumer behavior, marketing, advertising

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