In an Ever-Changing Digital World, Marketers Find Stability Tracking Mobile Trends

Understanding its nuances will offer brands insight into consumer behaviors

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Not all that long ago, if you pictured a commuter on a train platform, they would likely be reading a newspaper or sipping coffee. Flash forward to now and the same commuter might be planning a party, test driving a car or fighting for survival in a zombie apocalypse—all from their mobile device. Thanks to smartphones, consumers are carving out new and sometimes surprising behavior patterns. Along the way, they’re putting brands to the test.