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"WeListen" Blog

The Shape-Shifting Reality Of Shopping

I heard a consumer yesterday say that she NEVER buys a new product in the grocery store without googling it first to see what other people thought of the brand. Welcome to the One Screen World of Shopping. Mitch Joel explains the shifting shopping environment...

Consumers are using their mobile phones while shopping in order to search for outside opinionsOne of the five major movements that have changed brands forever (that corporation are doing little-to-nothing about) that are defined in my second business book, CTRL ALT Delete, is the notion of the one screen world. In simplistic form: the only screen that matters to me - the consumer - is the screen that is in front of me. We live in a world where brands are still thinking in digital ghettos. They're worried about their Web strategy, their mobile strategy, their social media strategy and so on. That's a bad strategy. The only strategy that matters is a one screen strategy. We live in a world where screens are ubiquitous, cheap and hyper-connected. Plus, the data just keeps pointing us further down the road. PC sales have dropped at a dramatic pace as more and more consumers buy tablets and smartphones. Some have called this the post-PC era, while others have tagged it as the post-Web browser era. I like to think of it as the one screen world. Screens are everywhere (walls, pockets, hands, whatever) that are at our beck and connected call.

It's happening... and it's happening fast.

It wasn't even two years ago that I would poll audiences all over the world about how long it would take for us to do everything that we can do on our personal computers as effectively (if not better than) as we can do on our mobile devices. By looking at channels like Twitter and Instagram, one could argue that the mobile experience is actually superior to that of the Web-based one. That being said, there were always two areas of contention:

1. Content creation. Whether it's writing a document, editing a spreadsheet or building a presentation.

2. Commerce. Looking through merchandise and actually buying right from the mobile device.

Read more from the source: Six Pixels of Separation - The Twist Image Blog & Podcast

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