Becoming a part of the community

This article, by MediaLab's digital Insight & Research Director, Julian Smith, assesses how the spread of technologies such as broadband, mobile phones, VOIP and social networking platforms have affected consumers, and the implications this poses for marketers.

Becoming a part of the community

Julian SmithMeidaLab

As the global adoption of mobile phones, broadband and other networked technologies continues to grow, human beings around the world are becoming ever more interconnected.

Through the increasing use of digital communication applications such as email, SMS, Instant Messenger, Voice Over Internet Protocol (VOIP) and online social networking platforms such as discussion boards, chat rooms and blogs, individuals can interact, socialise and share user-generated content like never before.

Unrestricted by time, location, geography or social status, communities of like-minded individuals are congregating online...

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