Evolution of the 4th Screen

It was a lovely Sunday morning and not just any Sunday but today was the day when we would play our first world cup match with our arch rivals Pakistan. 

The stage was set for a penultimate fight so i decided have some friends over to enjoy the kill.

We were all charged up wearing the Indian jersey , tricolor on face and beer for company ,just then my young nephew Ahaan gets up to leave it was his math class preparing for the impending class. A cricket enthusiast stuck between passion and education started to leave just them my bhabhi packs him a snack and says come straight i'll make your favorite Rajma - Chawal for lunch and call me before you leave.

Well the champ had to do what he had to do but we went back to enjoying the match. Kohli was at his best scoring a century and setting a target of 300 for the Pakistanis.

It was a fun first half and we were looking for a kill , it would have been great had Ahaan been hear he would have loved to see his favorite Kohli bat never mind will watch the repeat.

Just then Ahaan reaches home all excited saying Chachu did you see how Kohli hit the century and how shikhar made that silly mistake and got run out. I was shocked how did he know all that i said aaj kya tuition ki chutti thi ya bunk mara. He said looking at me chachu what are you talking about the smartphone you gave me came in handy we kept checking the score on crick-info and my friend carried a tab we were watching it during the break. I thought to myself well this generation has moved into a new age the digital age.

Today Mobile devices have an exponential reach in India , with over 900 million mobile users as per TRAI and over 400 million internet users (PC+Device) its the screen of today               

Well the case in point is the India - Pakistan match that my nephew missed garnered the highest viewership creating history with over 25 million views on their site.

My nephew like all his friends is most of the time either on whatsapp or FB messenger even his school home work is available on the Whatsapp group. 

at times i feel his Mobile has become more important that his family when that could be to dramatic but the point is that its here and growing.

With the increasing internet penetration and rapid drop in the smartphone prices it sure is the media of tomorrow.

Be its the urban high rise of Colaba to a Rural farm in bhiwani mobile is fast catching up to be the device of choice.

4th Device is fast changing the way we create , consume and share content and that's something every marketer needs to stand up and take notice.

The future clearly is the 4th device and going forward its highly possible that the 4th screen will transform into the first screen. 

Cheers

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