Mobile Is the Action Screen

Michael Dru Kelley

Chapter Chapter 2 in All Thumbs, 2014, pp 29-50 from Palgrave Macmillan

Abstract: Abstract THE TERM “SECOND SCREEN” HAS PROLIFERATED on the scene almost as quickly as “mobile optimization.” Many of us refer to the mobile screen as part of the second–screen family (which also includes iPad, iPod Touch, DS Gameboy etc.), because it is viewed as the companion screen to the “primary screens” of TV, magazines, web, and even in–store point–of–sale (POS) displays, among others.

Keywords: Marketing Campaign; Mobile Activation; Primary Screen; Action Screen; Mobile Experience (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-51016-7_3

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DOI: 10.1007/978-1-137-51016-7_3

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