A paradigm shift occurred in society between 2009 and 2013 with the emergence of the 'Always On' consumer: People that are constantly connected via multiple devices throughout the day and crave instant gratification for information, products, and services that are accessible at a touch. Forrester estimates that at the end of 2013 the Always-On consumer represented about half of online people globally[1].

We are not in the shift. It has already happened. Since television became ubiquitous in society, it has always been the number one media channel, as measured by eyeball consumption. That changed in 2013, when the always-on channels (online and mobile) surpassed it. Between 2009 and 2013, online and mobile consumption rose from 29 percent to 40 percent; TV dropped from 45 percent to 38 percent; print from 9 percent to 4 percent; and radio from 17 percent to 12 percent.