Four years ago, I was invited to speak at an advertising conference in New York. The point of my presentation was that once smart phones reached a critical mass within consumer society, we will witness changes in behavior that we can't even imagine.
That day is rapidly approaching. Earlier this year, the penetration of smart phones in the US market passed the 50% mark. Who wants one of those old-fashioned feature phones when you can have an iPhone or one of the slicker Android units?
Once you discover what these things can do, everything changes: the way you communicate, access information, get your news, take pictures, listen to music, share experiences.
I should also point out that almost 0% of these phones have any kind of radio embedded in them. Want radio? Get an app like TunedIn and hope your local station is included.
New research out this week now suggests that by 2016, there will be one BILLION smart phones in use. When one-seventh of this planet is using handheld personal computers every day, what changes will that bring?
Unless traditional radio broadcaster embrace the future instead of pretending things are just fine, the worse their fall will be. And it won't happen slowly. It'll be catastrophonic.