Consumer response to digital convergence

In this review of new technology and changing consumer behaviour, Nigel Sheldon, director of digital at Starcom Digital, argues that digital convergence is not necessarily inevitable, and will depend on consumers finding a need for it.

Consumer Response to digital convergence

Nigel Sheldon

Nowadays we increasingly get our entertainment from a range of different devices. The comedian Ricky Gervais's podcast has surpassed five million downloads; the file-sharing of demos among fans before...