The fascinating and frightening multiscreen consumer: How to deal with the always-on consumer, anywhere

Flávio Ferrari and Vanessa Mathias

This paper explores the issues around multiscreening for brands in Brazil, arguing that marketers need to adapt to deal with 'always on' consumers.

The fascinating and frightening multiscreen consumer: How to deal with the always-on consumer, anywhere

Flávio Ferrari and Vanessa MathiasIpsos MediaCT

Introduction

The world of communications has never changed so drastically in such a short time. Technology, or better yet, the accelerated growth of technology, is the main catalyst of this change. Moore, Intel’s cofounder, observed that in the history of hardware computing, the number of transistors in an integrated circuit doubles every two years - a paradigm known as Moore’s Law (see figure 1).

Figure 1. Moore’s Law: The fifth paradigm

*Source: Wikipedia / Creative Commons

The use of...

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